Cadbury vs Nestle: Commercial war
Commercial war is
not a new thing. These wars through mocking are most
probably driven by each brand’s desire to prove that their products are the
superior. There have been
high profile competitive commercial wars between the brands like Coke vs Pepsi,
Horlicks Vs Complan, Mercedes-Benz Vs Jaguar, Vim Vs Dettol, Pepsodent Vs
Colgate etc. All these were serious fights.
In some extent, Even in Bangladesh we see some commercial wars between
Frutika vs Frooto, Radhuni vs Rupchanda mustard oil (Probably in Bangladesh,
Mocking is not permitted, so they went in other ways).
As per I know, in the chocolate category such war was almost absent in this continent. But, at present, the battle over chocolate wafer is the talk of the advertisement town. Yes, I’m talking about Cadbury Perk and Nestlé Munch.
Cadbury (India) has launched its new commercial to promote the enhanced new pack of Perk and it took a tunnel at Nestlé . At this TVC we see, Monu leaves a letter for his father expressing his dejection over receiving the lighter chocolate. The amusing advertisement criticized Munch for its weight. The core idea was to emphasize that the new Perk was heavier with its twin bars and four-wafer layers. But yet it was priced at Rs. 5 as like its major rival Nestle Munch.
Not to be left behind, two weeks later Nestlé (India) posted a hilarious ‘Munch ka Punch’ video on YouTube tweaking the Perk’s commercial. This time, its Monu’s brother Sonu who has left a letter for his father expressing his disappointment. The idea was to tell that the weight of a wafer chocolate does not matter, what mattered was its crunchiness and taste.
Both brands were trying to position themselves on different attributes; Perk focusing on the size while Munch was focusing on the crunchier proposition. My view on it is that Perk’s new positioning platform is weaker than Munch. Munch tried to break away smartly and offensively. But at the end of the day the remote is always in the hands of consumers. Ultimately, consumers are the king. J
