Advertisement Analysis

ADVERTISEMENT ANALYSIS 

Laojee Tea Advertisement 


                               Popular tea brand Laojee recently launched a television commercial that evoked the genuine qualities associated with the brand, whilst also imparting a subtle social message of inter-racial marriages which remain a sensitive issue in South Asia, often considered taboo amongst conservative families in Sri Lanka and neighbouring countries.

              This 120-second commercial depicts a newly married couple, a Muslim girl and Sinhala boy who are expecting their first child. When the boy’s parents visit them, it becomes clear that the couple has married against their parents’ wishes. The girl in the commercial is seen brewing Laojee tea for the in-laws. As the air fills with the aroma of Laojee tea, it exudes a mood of warmth. Reflecting the brand purpose of brewing togetherness, the daughter-in-law takes a cup of Laojee tea to her father-in-law who is waiting outside the home, despite knowing that he may not be pleased to interact with her. As he sips the tea appreciatively, it instantly puts him in an amiable mood and he promises to visit again the next day. By accepting the cup of tea brewed by his daughter-in-law reflects his acceptance of their marriage and desire to come together as a family unit at last.


                                     The target audience for Laojee tea advertisements can vary based on the specific product line, positioning, and marketing objectives of the brand. However, in general, the following demographics and psychographics may represent potential target audiences for Laojee tea:

              1. Tea Enthusiasts: 

Individuals who appreciate and enjoy high-quality tea, and who are interested in exploring different varieties and flavors of tea.

          2. Health-Conscious Consumers: 

People who prioritize wellness and are looking for beverages that offer health benefits, such as relaxation, energy boost, or antioxidant properties.

         3. Connoisseurs: 

Those who have a refined palate and appreciate the art of tea-making, including traditional brewing methods, tea culture, and flavor profiles.

          4. Cultural Enthusiasts: 

Individuals who are interested in exploring different cultures and traditions, and who see tea as a means to experience and connect with diverse cultural practices.

         5. Luxury and Premium Segment:

 Consumers who are willing to pay a premium for high-quality, luxurious products and are looking for a sophisticated tea-drinking experience.

     6. Environmental and Socially Conscious             Consumers:

 People who value sustainability, ethical sourcing, and environmentally friendly practices, and who seek products that align with their values.

        7. Urban Professionals:

 Busy individuals looking for a moment of relaxation and tranquility in their daily lives, seeing tea as a way to unwind and de-stress.

        8. Social Influencers and Trendsetters:

 Individuals who have an influence on others' tastes and preferences, such as bloggers, social media personalities, or celebrities, who can help promote the brand to a wider audience.

         By targeting these segments effectively, Laojee tea can tailor its marketing messages, campaigns, and product offerings to resonate with the preferences and needs of its intended audience, driving brand awareness, loyalty, and ultimately, sales.



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