Riddle me this: Why on earth does a can maker like Bevcan need to advertise on national T.V. and radio? I’m sorry, I’m probably pretty stupid for not understanding this but it seems to be that the average T.V. viewer does not need to have cans sold to them? I cannot remember the last time I thought to myself: “Wow, wouldn’t it be great if I had a can to put my beverages in.”
It’s illogical to try sell cans to the end user and surely direct marketing to say a company like ABI (Coke bottlers in South Africa) would make more sense? Even if the average home buyer could actually find a need for cans surely they would need to have a canning machine as well?
The adverts message is simple, rather use a can as it’s better than all the other beverage holders people are using in the ad. The advert shows a woman walking down a “pleasant-ville” style street while residents used shells, horns and fruit to drink out of. Now the tag-line for the advert is that cans are better because they’re “cooler, lighter and stronger” and as such you’re “better off with a can”.
No shit you’re better off with a can if you’re comparing it an ostrich egg. Maybe if you compared it to the modern marvel of glass or plastic bottles (which are infinitely more re-usable than a can) you’ll actually have a better solution.
This advert is illogical in its targetting and deceptive in what it actually says. I must be honest, it’s a very fine line between being a smart advert and a really pointless one but this advert tips slightly towards pointless. Spend your money better elsewhere Bevcan, you’ve wasted it here.
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I must actually disagree here. Firstly I really like this ad – cool music!
At first I was also a little confused, and asked many of the same questions as you. But then I realised, how better to to promote your industry than to have consumers start taking preference for your product over others. ABI will produce drinks in whatever packaging consumers are demanding. If people start drinking canned drinks instead of glass / plastic ABI will have to purchase more cans. Marketing to ABI wouldn’t really make sense as they aren’t the ones driving demand.
Cans have also had quite a bad rap in the past for imparting a metallic taste so maybe this is an effort to promote some other benefits.
Consol glass have also been pretty active advertisers in the past; I imagine for many of the same reasons.
I’m going to send my bankers to have a smackdown with you consultant.
I don’t think something like this is going to turn consumer behaviour. If anything it’s going to make people care even less. Yes, it has a great backing track but that still doesn’t explain why Bevcan needs to advertise. My subsequent thoughts are that this is purely a way to increase expenses before good old Trevor works out the taxes.
Does it count as “recycling” when I saw cans being filled and used as bricks in Botswana … ?