Wednesday, 11 March 2015
Rapid Remarketing with Berocca
Berocca is a well-known alka seltzer-type vitamin tablet.
(Those are sometimes known as effervescent tablets. Advertising!)
It has an ad that’s been running for a little while now, showing a guy detailing all the things he has to do today that mean he needs Berocca. It’s a nice, fun little ad that does a good job of outlining why you need this product and how it helps you.
But that’s not what’s interesting about it. What’s interesting is how blatantly it is acting as a moment of remarketing and repositioning. Because the beginning of the ad shows the star’s friend coming up and remarking that he must have had a big night.
Berocca has a reputation for being a hangover remedy. I can’t vouch for its effectiveness but that is the name it has for itself. That’s all well and good but clearly to Berocca it’s too limiting a label. And so, quite obviously to anyone with an ear open, Berocca is rebranding: not just for hangovers.
In just a couple of seconds Berocca acknowledges its reputation, and then declares that it is so much more. It’s so fast you barely notice, but it’s an open, rapid remarketing. And it is very effective.
And that’s it. I just found it interesting.