Magazine article Marketing

Adwatch: Muller Light - 'Bring Colour to Your Life'

Magazine article Marketing

Adwatch: Muller Light - 'Bring Colour to Your Life'

Article excerpt

Like the participants in this survey I could recall seeing advertising for most of the 20 brands listed opposite, but when asked to choose one to write about I found myself unable to remember the actual message for the majority of them.

This left me wondering whether awareness is triumphing over any genuinely compelling arguments or messages within advertising.

Muller Light is a good example of this. Having watched the ad carefully a couple of times, I noted that the voiceover contains two facts: there are 15 flavours and they are now even fruitier. Presumably, this is the result of Muller improving its product offering through a development and research process, which has informed it that this is what is preferred by consumers.

Having relegated these facts to the voiceover, the action concentrates on a graphic device of Muller Light-eaters existing in colour in a black-and-white world. This visual device builds up to the line 'Bring colour to your life'. …

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