Olfrute , born in early 2010 , fell pray to Rebranding in 2011. Similarly , Olwell was rebranded this year and their parents even changed it's name to Olpers Lite. So, these parents aka Mr. & Mrs. Brand Manager of these two brands...do they really deserve parenthood?
Well that's not question we are here to solve. What we are here for is to learn from these blunders.
PAK BRANDS : OLFRUTE NEW AD CAMPAIGN
from " idher udher idher udher" too " Taazgi jaga re"
Olfrute new campaign comes with a changed packaging and positioning. Old olfrute was aimed at the norm that exists in our houses- Mothers being busy in the daily routines. However , the campaign had the contemporary look.
The new campaign began with a facebook page on 22nd(one day before the patriotic 23rd March) by introdcuing their green cocktail drink. The technique was simple : condition the ppl to love the green brand on this patriotic green day. This page has 3360 fans in just 33 days , meaning 100 ppl per day join this page.
On the other hand , the new Olfrute has embedded intimacy and sensuality in their TVC , thus , making it more modern. The sleve-less Indian faced model which is far far away from being a Pakistani mother is a definite hit at the young girls and young boys to try out the brand--especially college students. The new packaging is attractive but is it as good as the new nestle fruita vitals 200 ml pack(Discussed in the above article).Vision Factory conceptualized the Olfrute new ad and the production was outsourced to Benneton in Bangkok. The model for olfrute new ad is Taise Dias , an international model with a Brazilian nationality.I know her agency and contact numbers , if you are interested in working with her.
Do you like my work and passion ? Share my CV with your HR for a marketing position or an internship :http://goo.gl/JSyd7or contact me at i.arsalan@hotmail.com
Olfrute new ad campaign Billboard : The billbord is quite juicy! Great visual art work.
PAK BRANDS : OLFRUTE NEW AD CAMPAIGN
The difference in packaging is apparent below : the new packaging is synonymous in terms of intimacy and sensuality, and has been given a wet look with out the endorsement of their parent brand Olpers.
OLD NEW
PAK BRANDS : OLFRUTE NEW AD CAMPAIGN
Along with the TVC, their facebook campaign called " Olfrute traits" where fans are invited to tell what they dislike about their friends and thereafter Olfrute juice would suggest them a solution which is linked to one of their four brands " Apple : power up ; Green cocktail : celebrate life ; Orange : Wakeup call ; Real Grape : Love Portion ".
OLWELL TURNS INTO OLPERS LITE
What cultural values was Olwell portraying in their campaign , nobody seems to have a clue about it. The "almost naked" women selling milk in Pakistan , okay Mr Brand Manager we get you have different cultural values but you are in Pakistan bro!
PAK BRANDS : OLWELL TURN INTO OLPERS LITE
Here is a lesson to learn : When you fail , get back to the endorsed brand architecture. Olwell becomes "Olper's Lite". The packaging changes from vibrant red to lighter blue . A complete turnover.But is the Olpers lite blue color a copy of another branded milk which is selling in Pakistan as imported milk, and in mega malls is placed next to it. It might be true , aren't we all aware of the coca cola rip off by omore. It can't be a coincidence that both milks are "low fat" and both are "blue".
Another learning : When changing the brand name , there could be many ways to put it on the packaging. One way that Olpers lite did is as follows .
Olpers lite launched with a simple light blue colored billboard showcasing their name and also asking viewers to join them on Facebook. Facebook page launched on April 3 , 2011 has already attracted 2763 fans in just 23 days , meaning 120 ppl per day. Still with out a TVC , i guess they are holdiong down to build awareness first and then get on with TVC later .
In addition to this , on the same dates around April 3rd "Waheed Sounds" makes this complete English speaking radio ad for Olpers lite which runs on the radio stations.
PAK BRANDS : OLWELL TURN INTO OLPERS LITE
From this we can predict that new TVC will follow the same positioning as the former ones but with less naked people. Furthermore ,Olper's lite is already available in the market along with smaller 250 ml SKU . The image of the smaller SKU is below.
The transition of packaging from OLWELL to OLPERS LITE :
OLD NEW
Do you like my work and passion ? Share my CV with your HR for a marketing position or an internship :http://goo.gl/JSyd7 or contact me at i.arsalan@hotmail.com 
PAK BRANDS : OLWELL TURNs INTO OLPERS LITE
1 comments:
I liked the Olwell TVC, and Olwell as a brand.. It was a classy ad, I dun know when we would grow as Pakistanis.. Half naked, seriously.. get you eyesight checked..
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