Marjan’s advertisements have never failed to catch our attention every year. This year we got one part of another superhero storyline, with a glimpse of plastic contamination in our oceans that indirectly tells about our environment. The plot, the characters, and the editing are just chef’s kiss—almost competing with professional CGIs!
From its depiction, people give the name Marjan Cinematic Universe (MCU) for their effort to each advertisement they publish on television once a year during Ramadan. But, why did they put so much effort just to advertise their syrup once a year? It’s just syrup, right?
Yes, it’s just a syrup. But there are many crucial considerations to this effort. Let’s break it down!
Marjan, as we all know, is one of the syrup brands in Indonesia. They have various tastes and choices to be served in accordance to our likings. However, Marjan is considered as a ‘seasonal’ brand, where the demands are high to be purchased only on certain occasions of the year.
In reality, syrups are mainly used during Ramadan seasons; cherry-picked for our break-fasting appetisers, cold feast during Eid, and beautifully wrapped as parcels for other people. Aside from Ramadan seasons, their product is not really selling in the market.
As a seasonal product, Marjan has other competitors which have the same struggle and concern as them. The other competitors are also a seasonal product, they need to push their selling during Ramadan seasons.
On appliance, Marjan uses seasonal marketing strategy where they create creative, mind-blowing, and dashing advertisements once a year to raise brand awareness and exceed other brands that are also selling syrup. It is critical for them in order to achieve high sales on the demands and chance they will only get once a year.
If we look closely at their advertisements, it is always ‘to be continued…’ where audiences are unconsciously expecting for another part of the advertisement. They are even waiting for it!
In conclusion, Marjan is doing what has to be done to require the image of ‘best’ syrup brand. The brand puts a load of effort to achieve the type of brand dominance over other brands as a result, because they have the most interesting advertisements. Not to mention they also receive exposure from trendings in social media.
As for now, Marjan has become the ‘trademark’ of the brand, the trademark of syrup!
