iD Filter Coffee's interactive print ad
Karthik Srinivasan
Communications strategy consultant. Connect with me for corporate workshops on personal branding. Ex-Ogilvy, ex-Flipkart, ex-Edelman. No paid posts - my words are not for sale.
I wonder if this was planned/intended. That fantastic iD Coffee front-page ad in many newspapers today was released on the very same date last year too!
This is an excellent idea in making a print ad interactive. With the inverted text and visual, they make you engage with the paper and turn it around. When you do, you spend a few more seconds with an ad that you may not have noticed otherwise. When something seems out of order (the way most of us notice typos), that predictably directs our attention towards what is out of order... and you ponder on it more than necessary :)
In this ad's case, this little narrative gimmick is used at the service of the product and not frivolously. This is a demonstration of how filter coffee is mixed in Tamil Nadu! So, what could otherwise be dismissed as a gimmick is really not one, but far more clever.
Also, the pic in the bottom is the *actual* package design! When you see it in a shop, you'd instantly recognize it!
Here's the same ad from last year, the same date!
This ad definitely appeals to the senses! Its attention to detail and visual appeal make it a standout.
Frac Head Mktg, CMO, Head Strategy | Brand Comm & Content | PR | Digital Mktg | SaaS | Building Startups | Martech | Growth Mgr
4ySuper ad indeed... the product hits you in the face, ensuring high recall at PoP. That said, you missed a small point - small to advertisers, maybe : but might be key to "Cofficionados!"!! The image is so well crafted, framed and finished- you can smell the coffee, esp if you are a regular consumer like self. Also, the delicious single drop extending downwards to the cup at the bottom.... and its perfect colour! Man, this is easily among the most tasty ads I have seen. Deeeeelish! And that is what food ads should do - excite your taste buds, your mind and your stomach. Winner all the way! Great idea, this newsletter, by the way! Keep it going! Karthik Srinivasan
Apart from the advertising, the product in itself is exemplary. By taking out the requirement for any equipment and giving a better coffee experience than instant coffee, iD has the potential to build a sizeable customer base. Communication at a later point of time could also be to talk about how it can be used to make frappes and other coffee drinks.
Pharmacovigilance
4yThat sure is a clever branding!
Brand Marketing Specialist
4ySure its planned somewhat like an brand launch anniversary.. Last year ad, would have got a significant inroads amidst, both, trade and consumers. For an innovative product packaging (product concept is not new, in any case) which is a big differentiator and communicates very well the brand essense. As someone had pointed out in comments, the MRP & trade enquiry details are the only omissions from LY ad. Well done, ID foods and TOI response for recreating a magical communication