Technology changing consumers’ engagement with brands
Chi Limited’s, a market leader in juices and Yoghurt drinks, fame for stimulating yet entertaining and vibrant advertising campaigns on its leading household brands received another boost recently when it unveiled a massive ad campaign for Hollandia Yoghurt, in Lagos, recently.
The television commercial (TVC), tagged ‘It’s All Good,’ which features one of Nigeria’s foremost female singer, songwriter and excellent dancer – Seyi Shay, promotes ‘goodness’ highlighting benefits of drinking Hollandia Yoghurt.
On why she loves Hollandia Yoghurt, Seyi Shay has this to say, ‘‘I love drinking Hollandia Yoghurt, bursting with goodness. Hollandia Yoghurt makes me feel real good on the inside that I can’t just stop flaunting it on the outside.
‘’I have had some of my fans say that I have great skin, healthy nails and hair. And for me, it doesn’t just stop at that. Hollandia Yoghurt gives me improved energy levels for non-stop performance. So, you see why Hollandia Yoghurt is my favourite.’’
Essentially, the TVC highlights the connection between consumption of Hollandia Yoghurt that is nutritionally fulfilling and a refreshingly radiating personality Seyi Shay embodies in her person and music. It draws attention to the success that is within the reach of those who dare to dream big.
In the TVC, Seyi Shay achieves her dream of becoming a star in the same way that every customer experience is a brand moment of truth.
Commenting on the TVC, a member of the creative agency in charge of the copy, says the new TVC is a product of innovative thinking that has helped to convey the message that the “goodness” derived from taking Hollandia Yoghurt drink, and it is not only experienced inside but also radiates on the outside. “It is not always easy to find an emotional way to say things that are factual. This is why we decided to engage the services of Seyi Shay to highlight the goodness of consuming Hollandia Yoghurt regularly,” he says.
Seyi Shay, who prefers Hollandia Yoghurt, says that: ‘‘The partnership was a no-brainer and a flawless match for brand Hollandia and my brand. For me, it’s more than just a commercial, it’s my own way of getting millions of Nigerians everywhere to see and enjoy the goodness of Hollandia Yoghurt.’’
An avid consumer, who viewed the TVC at the occasion, Olanrewaju Ogundipe, commends Chi Limited and its creative team for putting together such a great commercial, saying “I really appreciate the work.’’
A marketing professional, Sandra Ochulor, who watched the TVC, notes that Hollandia Yoghurt stands out in its ability to create an aspiration through its advertising while effectively delivering on the brand promise. “Technology is clearly changing the way that consumers engage with brands and there is a clear convergence now between creative and the experience that is delivered. It used to be that customer service defined the customer experience. Now, thanks to technology, we can do so much more to enhance the customer experience.”
In a related development, Hollandia Yoghurt has also launched a number of new and exciting variants. The new variants were launched to give the consumers a fuller and richer yoghurt experience anytime and anywhere.
Speaking at the occasion, managing director of Chi Limited, Roy Deepanjan, said: “This year, Hollandia Yoghurt launched the ‘It’s All Good’ campaign to deliver on the brand truth, which is that Hollandia Yoghurt is good – on the inside as well as on the outside. We observed that there have been dramatic changes in the lifestyle of the consumer. People no longer have the luxury of time as they chase their dreams. That’s our reason for introducing new variants and pack sizes that respond to our consumers’ current needs.
‘’We look forward to working with Seyi Shay on a host of different platforms to bring the beloved brand even closer to Nigerians.’’
In addition to the pre-existing variants – Strawberry, Pineapple Coconut, and Plain Sweetened, Hollandia Yoghurt consumers can now also enjoy the refreshingly new variants – Orange, Green Apple, and Pure N Plain.
Anne Agbaje