- Home
- BrandWorld
- The Expired Exotic Dance and other matters
The Expired Exotic Dance and other matters
- By Ikem Okuhu
- Published March 15th, 2010
- BrandWorld
- Unrated
The Expired Exotic Dance and other matters
Client : Chi Foods
Agency : Starcomms Media
Product : Chi Exotic and Hollandia Youghurt
I have a problem with people who fail to read fine print, especially those that have to do with the expiry dates of products. I also quarrel with some of our companies with boring commercials, especially those that have a budget fat enough to do a lot better. For more than one year, I have been wondering why the marketing egg-heads at Chi products have continued to roll out one dull TVC after another to drive what are otherwise very good products.
Chi has over the past few years become a household name in Nigeria’s packaged foods industry with flagships like Chivita Mango, Hollandia Milk and Yoghourt and all that. The company rode on the back of the ban in 2004 of imported fruit juice brands by the then President Obasanjo administration. The market was so good that Chi launched one brand after another. One of these brands is Chi Exotic fruit drinks. When it was clear the market had accepted this brand, Chi launched other variants including Orange, Peach and multi-fruita.
The campaign to drive these variants had musician, Sunny Nneji as model. In these now very popular TVC, Sunny says “Chi Exotic has two new flavours: Orange, Peach and Multi-fruita …”
Chi has been running this advert on Nigerian television for nearly three years without changing it. I have no problem with running classic ads for as long as the company wants but I want to ask: What is new in Chi Exotic after three years? Is it not time we saw something new from a company that obviously has a huge budget.
I will not saw much about the odd dance steps of Sunny. But I must also comment on the lyrics and other elements in the ad which seemed to suggest Chi was talking to children and not adults. Somebody should do something about this. Then … can one fail to notice the other advert on Hollandia Yoghourt which has one very fat, pot-bellied adult writhing childishly n the floor chanting “yummy, yummy, yummy, it feels my tummy. And I just can’t let it go?”
When something is yummy, it refers to what one is eating, not what one is drinking. Or was it just for the rhyme between “yummy “and “tummy” that informed this semantic disorder? Now again, what is Chi telling us promoting a pot-bellied man in these days of “watch your health” public enlightenments?
Are they saying Hollandia has as much calorie as would grow tummies to the delight of the customer? Again, someone has to do something. If not … well, competition is beginning to sit up!
Client : Chi Foods
Agency : Starcomms Media
Product : Chi Exotic and Hollandia Youghurt
I have a problem with people who fail to read fine print, especially those that have to do with the expiry dates of products. I also quarrel with some of our companies with boring commercials, especially those that have a budget fat enough to do a lot better. For more than one year, I have been wondering why the marketing egg-heads at Chi products have continued to roll out one dull TVC after another to drive what are otherwise very good products.
Chi has over the past few years become a household name in Nigeria’s packaged foods industry with flagships like Chivita Mango, Hollandia Milk and Yoghourt and all that. The company rode on the back of the ban in 2004 of imported fruit juice brands by the then President Obasanjo administration. The market was so good that Chi launched one brand after another. One of these brands is Chi Exotic fruit drinks. When it was clear the market had accepted this brand, Chi launched other variants including Orange, Peach and multi-fruita.
The campaign to drive these variants had musician, Sunny Nneji as model. In these now very popular TVC, Sunny says “Chi Exotic has two new flavours: Orange, Peach and Multi-fruita …”
Chi has been running this advert on Nigerian television for nearly three years without changing it. I have no problem with running classic ads for as long as the company wants but I want to ask: What is new in Chi Exotic after three years? Is it not time we saw something new from a company that obviously has a huge budget.
I will not saw much about the odd dance steps of Sunny. But I must also comment on the lyrics and other elements in the ad which seemed to suggest Chi was talking to children and not adults. Somebody should do something about this. Then … can one fail to notice the other advert on Hollandia Yoghourt which has one very fat, pot-bellied adult writhing childishly n the floor chanting “yummy, yummy, yummy, it feels my tummy. And I just can’t let it go?”
When something is yummy, it refers to what one is eating, not what one is drinking. Or was it just for the rhyme between “yummy “and “tummy” that informed this semantic disorder? Now again, what is Chi telling us promoting a pot-bellied man in these days of “watch your health” public enlightenments?
Are they saying Hollandia has as much calorie as would grow tummies to the delight of the customer? Again, someone has to do something. If not … well, competition is beginning to sit up!
