HBL brought about a pleasant change by rendering a series of ads featuring the Pakistani version of Mr. Until a few years back, financial institutions preferred using serious appeals but with changing consumer trends, they have incorporated humor and slice-of-life to connect their products and services with the average customer.
There is a general perception that in advertising everyday consumer goods, using slice-of-life appeal is changing trend as financial brands are rendering their ads in the same technique. The Walls 2-in-1 Badami and Strawberry commercial focuses in family culture, an advertising concept used very commonly. After a tiring session at the gym, Ayesha wants to eat something healthy so they have Fruttare. Wall’s Fruttare also uses the same appeal in its exercise ad with Ayesha Umer and Naveen Waqar. Tapal Danedar’s ‘ Committee Draw’ commercial shows how a cup of tea turns a selfish group into friends. The concept resembles the everyday life of teenage. He shares it with his neighbors with the bullies at school, and with his best friend. The 30-sec Hilal’s Khopra (coconut) Candy spot shows how Bubloo has become the talk of the town as he has a pack of Khopra Candy. People connect with brands that render ads having a slice-of-life appeal. Advertisements of Tapal, Brooke Bond and Vital rendered with slice-of-life appeal that suit our lifestyle. Tea has always enjoyed a top of mind status in the fast moving consumer goods category. Product categories including soap, cosmetics, oil and tea use slice-of-life appeal as consumers can easily relate themselves with the concept. It gives a meaning to the brand by placing it in a desirable social context with emotional associations. Out of various advertising appeals, slice-of-life is the most commonly used. The objective is to create brand awareness with an appropriate appeal. The product does not become a brand until it is presented to the consumers in an advertising tray with an appeal that works. A company invests millions in creating a successful brand. Why companies use slice-of-life appeal to create brand recall?Įvery Company asks a million-dollar question when rendering an ad: ‘ what appeals to consumers the most?’ The evolution of marketing strategies revolves around this question.
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