About this advert
Sure Deodorant - 'Coins'
20 October, 2009
Andrew Moore's view
This ten second advert for Sure deodorant focuses on value for money. The advert features coins descending to morph into a Sure deodorant can. The coins add up to make the L1.73 RRP of a can. The advert is a good example of reassurance advertising, but of also combining two messages, value and confidence in the product. nI really like the simplicity of the advert, copper coins on a white background, it is a short ten second advert, but that is all that is needed to deliver the message due to the clever creative. The way the aerosol is made up of the coins is an effective way of creating synergy between the product and the message. Supporting this is the narration which offers 'confidence for a price that wont make you sweat', again linking the products attributes with the message of price. I like the advert as it turns away from traditional methods of advertising in this sector. There is no need for demonstration or creating false promises of attractiveness like with other brands. The campaign supported by press and digital outdoor aimed to prevent consumers trading down by showing that Sure offers cash strapped consumers the double reassurance of underarm confidence and value for money. n
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