Faragello juice travels to places! BUT WHY?

So this is actually what made me start this blog. I was driving up the 6th of October Bridge, and I came across this billboard from Faragello, and I was like, this is seriously a waste of money and somehow pretentious. It really aggravated me a lot that it just made me decide I need to start a marketing blog, so in a way, thank you, Faragello, but that's the only thanks you are getting for me on that post! Here is why. 

So let's start objectively dissecting this step by step. So Faragello launches this outdoor campaign, raising awareness by communicating their export destinations. So as you can see, the message is very simple "Faragello juice that you love" then followed by "In China, they drink it" or any other destinations like the United States, France, and England. But my big question is WHY? 

If you recall from my first blog, I have mentioned that brands often have an objective or a positioning statement to deliver a message. In this blog, I would like to address why it is that, why do brands try to position themselves, and was Faragello able to build an effective campaign based on that model? 

Well, first things first, let's take it back to one of the most basic and simplest marketing adverting models. The AIDA model.  Which simply goes like that 

For any form of Advertisement to be effective, it must create the 4 above steps in the following diagram. 

First, it creates awareness of the brand. 

Second, it creates an interest for the brand. 

Third, this would ultimately lead to a desire for the brand.  

Fourth, that desire translates into a monetary action to purchase the product or service advertised. This is what we marketers later developed another terminology for it as "the moment of truth." 

So if we relate this model to the billboard campaign example above by Faragello. 

The Billboard itself creates the Awareness factor for every potential consumer passing by it. 

The design, or what we call the Master Visual (MV), creates the Interest (the look and feel of the brand).

The positioning statement, along with the design of the MV, is what helps in creating that Desire for the brand. 

So Faragello's campaign positioning statement is "juice that you love," then followed by "in China, they drink it." The BIG and simple question is: Why are you trying to tell me as a consumer that they drink the juice in China? 

- Is it supposed to make me feel better as a consumer that Chinese, French or American citizens drink it?  I doubt it; it is somehow pretentious, to be honest.  

- Is that supposed to drive a desire for me to go and purchase the brand? Well, that's quite a far-fetched hypothesis because there is no real driver in the message that will raise my interest or desire to do so. 

The only logical explanation that I would imagine, yet not really accept, but just for the sake of the discussion, is that the company is trying to highlight to their consumers that we are a trustable brand because we export to those advanced countries. (Given that most likely that through research, Faragello is perceived as a local low-quality juice.) 

For starters, how is that supposed to create any interest or desire for me to go and purchase the brand? The statement just didn't cut it. It serves no purpose whatsoever in communication. 

Second and more importantly, the taste is the number 1 driver in attributes for your consumption behavior in a juice category. Given that this is a fact by market research, you can not base a standard taste profile across multiple countries. Some countries like their juice sweeter than average, like Egypt (what we call a juice Brix level). Others like their juice more on the sour side, like Spain.  So even if there is a merit of positioning the juice as a widely exported product, this positioning is based on a fundamental flaw in understanding consumer behaviors and consumption traits. 

Third and more importantly, if the real issue of Faragello is that it is perceived as a local low-quality juice brand, which I would assume is the case they are trying to somehow address, the fact of highlighting that it is exported to those countries does not really tackle the real issue of the brand. Taste is the number 1 driver in the juice category, and hence this is surely one of the main issues. The entire Juice market is dominated by local players, so is the case in major juice markets. So I don't believe that by such a campaign, you will really address the fundamental issue of the juice not getting picked up across the shelf. 

I would give this campaign a 2/10 score. I believe Faragello should really address its core issue with a different approach once there is a clear understanding of the brand's fundamental problems. 

Hope you have enjoyed this week's post. Catch me next Saturday night with a new marketing case on how you can truly "effectively deliver a message by simply being relevant!" Please post your comments, would love to hear your feedback and your own analysis of the campaign. Also, if you want me to discuss a specific campaign, please write me an email at Shereba@brandmeup.co, Would love to hear from you. 

Have a great week ahead.