In addition to the quality of any product, it’s never an easy task to produce a clear and effective brand message that will instantly resonate with consumers, especially when the brand promise is emotional and subject to imagination. The television commercial, TVC, currently running on various television channels has already received wide acclaim for its succinct depiction of the Chi Exotic brand with premium and persuasive imagery.
According to Ibrahim Mutallab, a communications expert, the messaging is apt as an experience of the brand resonates with the feeling of uniquely savory taste typical of natural fruits. In effect, there is no gainsaying that the TVC which opened with a lady who paused to take a drink of the brand while working on her laptop successfully communicates the exotic nature of the drink.
As she savoured the fresh, natural and rich taste of the drink, she closed her eyes in sheer pleasure and was briefly transported to an exotic beach on a fantasy island. Dressed in a light chiffon gown, she floated along the beach before sauntering into the orchard nearby to revel in heady pleasure of exotic fruits – coconut, pineapple, mango, orange and berries – that abound.
In an effort to enhance preference for the brand, the TV story effectively matched the brand message with each and every component of the Chi Exotic Nectar brand. As the lady opened her eyes and realized she was in fantasy land, she took another sip and returned back to ‘paradise.’
Mrs. Jumoke Ayomide, a Physical and Health education teacher at a Secondary School in Maryland , who takes the brand regularly, stated that she is attracted to the drink because of its natural, rich and unique taste. “It is a drink that is worthy of indulgence,” she said. She noted that Chi Exotic Nectar Juice always satisfies her longing for its distinctive refreshment.