Connecting Consumers With Emotive Commercial

SINCE it is widely accepted that the primary purpose of advertising is to induce patronage, the Chivita 100 percent “JuiceBall” television commercial, shown on television channels in Nigeria, easily comes to mind as a magnificent example of great advertising, due to its ability to evoke the desired response among juice lovers.

According to Millward Brown, a leading global research agency specialising in advertising effectiveness, “Impact alone is not sufficient; the associations generated by the advertising need to be linked to the brand. There are many ways this can be achieved, but it is of note that ads, which contain established branding devices, existing slogans or distinctive creative styles are all more likely to be impactful.”

The television commercial features top rated football stars such as Robin Van Persie, Angel Di Maria, Antonio Valencia, Radamel Falcao and Jonny Evans.

The advert opens with a glistening carton of Chivita 100 percent fruit juice with condensed dripping down the carton. As a hand appears to open the cap, the camera zooms inside the carton and into a world of juice, wherein superstars of football showcase their soccer skills with a “Juice Ball” on a football pitch filled with pure natural appetising juice.

The current Chivita 100 percent -“Juice Ball” commercial does not only portray the premium quality juice, but it also inspires as it highlights essential elements of its success and market leadership.

Speaking on the commercial, CHI Limited’s Head of Marketing, Probal Bhattacharya said, “Our aim is to build an emotional relationship with consumers in a way that the desire to consume Chivita 100 percent is not simply reliant on commercial value maximisation. We have been very successful with a number of initiatives behind Chivita 100 percent over the years, the latest of which is our partnership with Manchester United. These have been pivotal in making Chivita 100 percent Nigeria’s most admired juice brand.”