A horror movie trailer or a tea commercial?
Herbaria’s commercial makes me wonder what exactly was the market insight that inspired agency Jung von Matt to produce their horror-movie worthy spot. While I’m not an avid tea drinker, images of a creepy clown and a zombie corpse being drowned by tea bags certainly do not make me want to drink tea more often, much less drink Herbaria Tea.
As we’ve been discussing over the past semester, marketers who use outside-in strategies are able to better connect with their consumers, understand their real needs and priorities, and draw market insights that guide their strategy. On this front, Herbaria completely missed the mark. Their tagline, “Drown your fears,” and their take on the commercial as demonstrating “the calming effect of Herbaria tea” was completely off. In the words of an agitated tea lover, Lindsey Fay, after watching the commercial, “My heart is beating, my stomach is all upset, and if it’s trying to calm me, it really did not work.”
Perhaps Herbaria opted to use the shock factor to grab consumers’ attention in an overcrowded and saturated media. I mean, this commercial is certainly memorable, even though I’d much prefer to erase images of the creepy clown from my mind. However, in terms of getting it, and connecting with consumers, Herbaria has a long way to go.
For a link to the spot, click here: http://origin1-www.adweek.com/news/advertising-branding/ad-day-herbaria-tea-147094