Home >> Advertising >> Article

Selling ‘happiness’: Does the proposition still work?

17-August-2012
Font Size   16
Selling ‘happiness’: Does the proposition still work?

“Happiness is not a goal; it is a by-product”, said Eleanor Roosevelt. And today, happiness has definitely become a by-product of brands promoting themselves by using the emotional quotient.

While market experts may say that ‘happiness’ is not a sharply defined proposition on its own, many leading brands such as Coca-Cola, Dominos, Nestle’s Maggi, Cadbury and McDonald’s, amongst others, bank on this very proposition to connect with their consumers.

One of the reasons why happiness sells, according to some of these brands, is because a similar thread of advertising, particularly something that is focussed on a positive sentiment, helps build trust.

Maggi for many years has positioned itself around the same proposition. Shivani Hegde, General Manager - Foods, Nestlé India shared how using happiness as a quotient has created brand value for Maggie. She said, “‘Khushiyan’ is an emotional experience and it is important to understand and find ways to lead the consumers to that state. It cannot be superficial. The idea is to give the consumers a platform to share these moments of happiness made with Maggi.”

Some believe that various brands have been practicing the concept of selling happiness, because it is the easiest way of connecting a brand to its consumer. Raj Deepak Das, ECD, BBDO is of the view that brands sell the happiness quotient in different ways and over the years, the proposition has seen different kinds of innovation as well. He elaborated, “For a brand such as Coca Cola, for instance, the happiness proposition has allowed it to do an excellent job with the way it creates consumer engagement initiatives.”

Value for money as important as the emotional take-away
Delivering on its promise of providing value and happiness, McDonald’s introduced the Happy Price Menu priced at Rs 25 in 2004. The brand increased the happiness quotient by providing Extra Value Meals. The most recent addition to its house of discounted offers is the McValue Lunch Menu option.

Rameet Arora, Senior Director Marketing, McDonald’s India (West & South) said, “In today’s competitive retail world where customers are more aware of choices, providing value for money is almost equal to providing just satisfaction. At McDonald’s, since customer happiness is key, the buck does not stop there. We are focussed on going the extra mile to provide the ‘wow’ factor as McDonald’s believes in providing everyday value to its customers. We trust that maintaining a high happiness quotient with our customers will go a long way in constantly elevating the ‘I’m lovin it’ experience.”

Dominos sells happiness on the basis, ‘Thirty minutes or free’, where you know if you are hungry you will have a Dominos pizza at your doorstep in the next 30 minutes whereas McDonalds sells happiness on value for money by coming up with a variety of meals, combos and discounts.

The catch comes in the fact that apart from the different concepts or their versions of happiness that brands use, the proposition has become too generic.

Santosh Desai, Managing Director and CEO, Future Brands commented, “I do not think the idea is unique or sharp. In my opinion the happiness quotient is used by too many brands and they do not do it very distinctively. However, the idea can be kept fresh if the proposition is innovated well. Despite the various brands trying to market happiness, Coca Cola is one brand that has created a world, a movement of its own. It is not the tagline but the idea that needs to be fresh and distinctive.”

Bringing longevity to the mix
Perhaps what has worked in Coca-Cola’s favour and has allowed the brand to ride the happiness wave for a very long time is its consistent effort to embed happiness across all forms of its communication including aspects such as packaging and even its vending machines, which it had dubbed ‘The Happiness Factory’ in one of its globally popular campaigns.

The ‘Open Happiness’ idea had made Coca-Cola one of the top recalled brands, when brands spreading happiness is discussed.

Another such example is Cadbury. Cadbury Dairy Milk (CDM) has been winning customers over with its ads over the last six decades and has effectively captured the ‘meetha moments’ space to celebrate any happy occasion. Each of its campaigns – from ‘The real taste of life’, ‘Pappu pass ho gaya’, ‘Miss Palanpur’ to ‘Kuch meetha ho jaye’ – have refreshed its proposition, allowing its ‘Shubh Aarambh’ campaign an enviable longevity.

Conceptualised and created by Ogilvy India, ‘Shubh Aarambh’ has attempted to become synonymous with life’s celebratory occasions. Although rooted in a strong cultural truth, the campaign has a contemporary and youthful twist to it that allows people to easily connect with it. At the core, the campaign projects Cadbury’s core value of shared happiness.

So does selling happiness work? Coca-Cola, Maggi and Cadbury are some brands that have demonstrated that when happiness is more than just a tagline and is re-created in different forms to connect the brand with its consumers, it definitely sells. Otherwise, it is just another attempt that only adds to the clutter of brands that hope to ride the happiness proposition.

Tags e4m

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

With this partnership, Eros Now further enhances its distribution to the larger screen in India and then across Asia

The agency strengthens its portfolio winning the accounts of Lactalis Group’s Anik range, Germany’s Baby Sebamed, Wagh Bakri - Mili Tea, and brands from Emami Group

Sachin Jain says India is the third biggest market for the diamond brand, contributing 35% to its global business