In a previous post, I talked about storytelling that is compelling, yet still ownable by the brand.  Always’ “Like a Girl” was an example of this well done.  Unfortunately, not every brand is in a position to own a cause like Always has.  Can parent brand advertising build equity for the overall line without product news when there is no cause-related message?

In general, brand equity advertising is tough.  I almost always lean towards the ‘hero and halo’ approach – hero product news that delivers against an unmet consumer need in a compelling way, and let it halo over the rest of the brand.  This is especially true with the use of TV, where you only have 15 or 30 seconds to get your message across.  Tough to tell a story in this short time frame, and longer spots are very expensive to air and rarely hold today’s short-focus consumers long enough to get through the ad in a commercial break.

The digital explosion has changed the game here, though.  Video for the internet is less expensive to air, and the integration across platforms allows marketers to lead target consumers to the message easily and effectively.  Now, brands have the capability to tell a longer more in-depth story that can develop the personality and equity of the brand.

That still leaves the issue of developing an engaging message.  Content is much more of a focus, and having the time doesn’t often translate to time well spent.  The time-tested measures of good copy still apply in this new space:

1. Is the message compelling?  Is the communication mind- or heart-opening for the viewer?  Does it challenge assumptions or create an emotional attachment for the viewer?
2. Does the message reward the viewer?  Was it done well enough to create a positive experience for the target that holds their attention through the entire message?
3. Is the drama about the equity message?  Does the creative reflect the point of the advertising and highlight the benefit?
4. Is the communication ownable?  I think this is the biggest gap in producing good copy.  I have delivered advertising that drove great interest, but no one could recall what is was for.  Does the message reflect directly back on the equity of the brand?

So, who’s doing this right?  Hershey has recently moved to a master brand vs. product approach.  I think that their first execution out of the gate does a good job of delivering against the above criteria, and the result is a great piece of storytelling that builds the Hershey equity:

https://www.youtube.com/watch?v=x5jeP4Ftp0Q