個案資料
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Hindustan Unilever: Brooke Bond Red Label's 6 Pack Band
內容大綱
In January 2016, the 113-year-old tea brand Brooke Bond Red Label (Red Label), a sub-brand of Hindustan Unilever Limited, created a groundbreaking advertising campaign that launched India’s first transgender pop band, 6 Pack Band. The campaign comprised six videos, which reached over 25 million people in a short span of time and won numerous awards. By mid-2016, Red Label’s 6 Pack Band was clearly hitting the right notes with its target audience, but questions began to be raised about the future of the campaign. What should Red Label do next? Should it create more content around 6 Pack Band or abandon it altogether? Should it seek out other relevant and thought-provoking social issues for advertising purposes? If so, which issues should it address, and how?
學習目標
The case is intended for postgraduate students and executive participants. It can be used in advertising, consumer behaviour, and social media marketing classes. The case can also be used in a consumer behaviour course to discuss influencing attitudes towards brand communications. After completion of the case, students will be able to<br><ul><li>use the 6M framework and learn about leveraging secondary associations for building brand equity;</li><li>identify and understand the rationale behind a brand’s choice to support a particular social cause;</li><li>analyze a communication strategy aimed at promoting behavioural change across a target audience;</li><li>recognize the differences between designing a campaign for digital media and designing one for traditional media; and</li><li>analyze structured thinking around principles and theories for designing a cause-based campaign.</li></ul>