Health Platform to Peddle Products
Just bumped into this article on models wearing a white coat (just like a doctor does) and taking the health platform to endorse brands. I have read some articles where in developed countries (read USA) there is a strict code on usage of the white coat in advertisements. While we have products ranging from oral care to fresh wrap aluminium foils using the white coat to peddle products, there are countries which ask for certification before such a move is made. Ever wondered why health as a platform is used for any category now? Take LG as a case in point.
Who thought that a consumer white goods company would be selling health in the process of selling physical tangible products like TV, refrigerator, microwave ovens & air-conditioners? Goldstar in its first stint in India was a miserable failure and Koreans anyway at that point of time were not known for their technological prowess! When they re-entered the Indian market they took a different name. Well, actually, not so different. Lucky Goldstar was their choice, which got pruned down to LG because their Agency (Lintas, which is now Lowe) did not want them to remind the consumer about their previous stint! Prudence prevailed and LG took the health platform. The problem solution route coupled with simple communication has now ensured that the company is a name to reckon with in the consumer goods market. Products using the emotional platform aided by obscure terms created by a pot smoking creative resource in the agency have now become commonplace.
And health is still a sellable story in this country, which ironically is not among the best (certainly not among the worst too) in terms of hygiene. I have had a professor in my B-school who made a claim that there are two concepts on which any product sold will certainly be a success. Religion and Sex. I guess we need to add Health to it – at least in India!
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