There are different aspects that can make a product attractive to a person. As mentioned before an appealing design that draws the eye doesn't hurt. However, bright colors and large bold text aren't always the only way to get a consumer's attention. Appearance is the key to gaining attention, but it is also the message and what the appearance is advertising that tells more about the product.
A great example of the point I am trying to make is a new product that I just heard about the other day in class. It is not necessarily a brand new product, but rather a product brand extension, which is when an already established brand branches out with an extension product such as new flavors or products with new features. This new product encompasses both of these.
The product extension I am talking about is Coke Life. Not being a big soda drinker myself, I hadn't heard of it or the hype behind it. It is a new product brand extension from Coca-Cola that is a healthier option. It contains less calories, just like Diet Coke and Coke Zero. However, the limited calories are achieved in a more natural and healthier way with reduced and natural sugars rather than other artificial ingredients and chemicals. Anyway, the aspect that is most interesting to me about this product is that it is GREEN!
It is both literally and I guess figuratively (?) green. I was more than surprised when we watched a video about the upcoming release of Coca-Cola Life in class and the can was all green, when Coca-Cola is known for red, white, and black, but specifically red. It is the classic color to which so many people are brand loyal to.
The name Coke Life as well as the green color are two aspects of appearance that were clearly thought out to advertise the message behind their new product. Being "green" nowadays usually means being better for the environment, but in this case also means being better for your health and life. Honestly, when I saw the green can for the first time I thought of the environment and I don't even know why. So I am really curious as to if this was the objective in this drastic new choice, because if so it worked on me.
Take a look for yourself at the new green Coca-Cola Life.
The change in appearance will be attractive to some and will turn off others. I am extremely interested to see consumers of Coca-Cola's reactions. This is a brand that experiences major brand loyalty so I am curious to see what the impact of the deviation from the red will bring in sales for this new extension. The appearance will also attract people who are interested in being more healthy and green, reading into what the appearance advertises. I am excited to see what this product brings to the market to see to just how much appearance really does matter.
I found this commercial to not only be cute, but very effective for Coca-Cola Life. Enjoy.
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