Picon and “The Story of the Wheel”
By Admin I: It’s ‘Picon’ and who doesn’t relate to this brand in a way or another in this country!
If you’re starting to ask yourself why does this campaign promote ‘Picon’ as craft material more than being a blunt statement about its connection with heritage, the good taste and quality along with memories, the answer is that the product is clearly in its maturity level, and that took both agencies (with an intended ‘s’) and audience quite a long time to understand!
Discover the “The Story of the Wheel” and learn about the new and enriched “Body & Mind” recipe. Join Picon’s imaginative kids on their wacky adventure as they take you on a knowledge-filled journey through history and time.
So it’s a fun ad, visually pleasing, well art directed and animated coming as a reminder of the brand more than actually promoting a USP; having “nourishing talents” as a concept is a quite heavy load of bullshit for something that reminds you of how we used to get empty ‘Picon’ packs to use them as trash containers back at school, good memories indeed!
So it’s a confusing status-quo between a well done visual and a very very passive concept: who to preach and what to bash, especially that targeting kids for such products doesn’t usually work, having housewives as the real audience.
So in the end let’s call it a blend of hypocrite eye candy and get done with this review!