Case Study: Panda Cheese
Image Credit: Panda Cheese
Panda Cheese’s video commercial series is undeniably one of the best advertising videos ever. It remains viral even up till today, and still leaves a lasting impression in viewers. While the video may seem rather simple, it stands out as it carries a very strong story that sticks with the viewer. But before we break it down further, here’s their commercial series, for those of you who have yet to see it.
To all the content marketers who are now thinking, how can I get something done with the same impact? To answer your question, let’s take a closer look at the key elements that Panda Cheese successfully nailed in their video.
1. Clear Messaging
Despite being a series of advertisement videos, the message in each video is very clear and consistent. The one takeaway that Panda Cheese wanted to drive home is that you should never reject Panda Cheese - irregardless of the setting you’re in. The video does not try to shout too many facts about the cheese in your face, and instead, simply lets you know that it’s so good, you should never choose another brand of cheese over it, or say no to Panda Cheese.
2. Strong “Stickiness” Factor
The story of the video sticks* and creates a lasting impression on viewers. Throughout the series of advertisement videos, 3 things remain constant:
The same old iconic Panda who appears in every video
The same tune is played before the Panda wrecks whatever is on screen
People who rejected Panda Cheese all faced the same ending
Due to this consistency in the video, it helps viewers with brand recall and association easily. For example, after watching the second video, you’re likely to know that the Panda is about to do something “destructive” when the song plays “just you know why….”. ;)
*For those of you who are interested in the concept of the “stickiness” factor, we highly recommend the book The Tipping Point: How Little Things Can Make a Big Difference by Malcolm Gladwell
3. Perfect Use of Humour
Admit it, this advertisement series is hilarious. It is very easy for humour to go wrong, since it is subjective. But in this case, using such a cute looking Panda to behave destructively is undoubtedly, a very funny scene to witness. The use of humour in videos is a very effective way to retain the attention of your viewers, given the short attention span people have these days. Drawing them in with something they don’t expect they see (in this case, a Panda in an urban setting with humans), is extremely effective in piquing curiosity.
4. Use of Familiar Settings
Panda Cheese was successful in making their advertisement relatable. Featuring places where we’re likely to interact with cheese, it heightens brand recall the next time we’re in the same situation and we’re looking for cheese. Best of all? It reminds us to look for Panda Cheese first.
5. Short, and Sweet
Each video is very short. A viewer does not need to spend a lot of time to wait for something to happen. It captures their attention, and before they can deviate from the screen, they make sure to end the video with the problem solved.
We hope you enjoyed the advertisement as much as we did! If you’re looking for ideas for your next advertisement, give yourself more time to rationalize the storyboard to ensure it has the intended effect you’re looking for.
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