JWT’s AnxietyIndex is designed as a place to discuss how brands and consumers are responding to the global recession. With daily content updates, AnxietyIndex.com includes contributions from around JWT’s network, offering a truly global perspective.
Unilever detergent Ala does a good job defending its brand in its latest campaign. In the TV spot, Ala explains that while it’s a little more expensive than other laundry detergents, the brand provides value in the long run—especially since you need twice as much product with a cheaper brand to generate the same stain-fighting effect. In fact, a “cheaper” brand can end up costing you more.
The campaign—which takes a very similar approach to that of OMO washing powder in China—does a good job of explaining Ala’s benefits while avoiding the price wars.
In March, we offered up a lesson from Argentina’s past, looking at how one brand there responded to consumers during the country’s economic crisis in the early aughts. Several interesting case studies came out of that turbulent time, and today we offer one from Quilmes, a leading beer brand that struck a chord with soccer fans during the 2002 FIFA World Cup.
Argentina is a country that loves soccer, and its citizens would do anything to see the national team win the World Cup. Quilmes, which sponsors the national team, created a commercial in which its players cheered the nation, urging them to pull through and get past the crisis (which resulted in severe inflation and high unemployment, among other things).
When everything seems entangled and there’s no clear way out, brands can transmit positive messages by taking sides with the consumer and providing moral support—a very effective way of achieving a strong emotional bond.