It looks like a Canadian question” and actually, it is!… The reason why is because I’m using two great examples of Canadian ads. Both are from Molson beer, both are based on belonging values”¦ both are empowering self-expression.
This could be consider as a dichotomy. By definition, there are two main families (allow me to say this in this manner) of values, belonging and self-expression ones.
If you see the first ad, you’ll discover clearly values related to the nation, the key values and behaviours of its people”¦
If you see this second one, they show by contraposition, values they have and make them different from Americans”¦ They are Canadians or as Joe said, I am Canadian”¦
So the table is served”¦ Sense and sensibility is present”¦ A strong identity is behind the scene”¦ the brand image is there only for a second”¦ Molson”¦
Could we consider that in FMCG ““Fast Moving Consumer Goods, the tribes are based on this exquisite relation between belonging and self-expression values?
0 Comments