For the past few weeks it has been possible to see the new Brio Blue Rocchetta water commercial on TV frequently.
What I am expressing is not a judgment on the quality of the commercial and the work done by the agency. But the implication of Communication that it carries. An approach that I personally judge to be borderline.
Why?
Let’s start with the full speech transcript of the video clip that is available on YouTube.
“For us superheroes, grocery shopping is serious business, and when we choose water we are super discerning. With super vision we read the labels one by one, check the fizz, taste them all then choose.
What water did I choose? Easy. Brio blue. Because my super family likes a super water.
Sparkling in a balanced way light and delicious. Brio Blue we like you. And it’s Rocchetta. Brio Blu the quality is worth more.”
The protagonist of the Spot is a super hero and his whole family.
But why do I consider this spot to be borderline from the point of view of Communication?
Because by using fantasy-like characters (because the protagonists even if super heroes, still remain the stereotype of the happy family) the Company producing the famous water sends the viewer some not too subliminal messages: Our water is the best of all.
Right, normal and correct.
But he does it using a fictional character who is also a super hero. He is reminiscent of super man but he is not.
Through the superhero it launches extremely strong messages. By doing it through a fictional character, however, the Company does not take responsibility for what is said in the Commercial.
Spot Brio Blue Rocchetta
Let’s look at the messages one by one:
“For us superheroes, grocery shopping is serious business, and when we choose water we are super picky.”
Leaving aside the fact that I didn’t know super heroes did grocery shopping :-), this intro reinforces the message from the start by passing three key elements: Super heroes, grocery shopping is serious, we are super picky.
Translated. Because we are super picky and grocery shopping is serious, you can trust us.
“With super vision we read labels one by one.”
The cleverness of the framing lies in the fact that the superhero only scans the Brio Blue water labels with super vision. The message that gets through, however, is that he reads all the labels.
“we check the fizz, taste them all then choose.”
This passage is extremely important. The super hero just said he reads the labels one by one. Here in addition to saying “we check the fizz ,” he says “ we taste them all.”
Here is the point.
That all (look at the commercial the super hero runs back and forth to taste the waters) carries with it that the super hero has:
- read the labels
- checked the fizz
- Tasted all the waters in the supermarket. So all the Competitors.
The rest of the spot is a normal lock.
Brio Blue Rocchetta spot: closing
Basically, the commercial is telling the market, through the fictional character, that he has read all the labels of the waters in the super market, checked the values on the label, tasted them all. And then he chose the best water. Brio Blue Rocchetta.
It is true that today the consumer is much more attentive and is not fooled, however, it still remains a strong subliminal message.
Personally, it is a type of Communication that I do not like and do not apply. I always start from the premise that we must have respect for the Consumer.
Things have to be said for what they are. I also don’t like those commercials that show you the tuna box, where the slice is perfect. Then you open the box and find out it’s something else entirely.
Photos on packaging that represent products in an amazing way and then you find out that ….
I personally believe that the era of Testimonials, of fake images, of the constructed is over.
People want clarity, honesty, fairness. Tell me the characteristics of your Product or Service, then I will decide if it is right for me.
As Seth Godin says , “It is easier to love a Brand when the Brand loves you back as well.”
If we are fair to consumers, we gain their trust. And if our product does not measure up to that of Competitors, we have to do only one thing: improve it.
Happy Saturday to all.
If you found this article interesting, I encourage you to read these as well:
- Dyson Cyclone V10 commercial Clear, direct and effective communication
- #UnMesePerTe the new UnipolSai television campaign.
- Respect for the Consumer. It must be inherent in the Business Strategy
- The importance of reviews. Amazon has turned them into commercials
- Reach New or Existing Customers on Facebook. Use users’ information
- Analysis of the Banca Mediolanum commercial aired in May
- Visual merchandising strategies: how to value the customer experience