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Jollibee certainly is no drone. If ever there was a King Bee, Jollibee would be it.
When Jollibee celebrated its 30th anniversary last March 26, 2008, it did what could be considered as the next strategic step in penetrating the consciousness of Filipino kids even deeper. The fast food giant launched Jollitown, a kid show on GMA 7 to be aired every Sundays at 9:30 to 10:00 am. In what could be considered as a Sesame Street meets the Teletubbies show, Jollitown features Jollibee, Mr. Yum, Popo, Hetty, and Twirlie in various educational and branded adventures. I tried finding out what happened to Chickee and Champ, but a wikipedia entry alleges that they were discontinued in 1983 and 84, respectively. All for the good of the hive, I guess.
So imagine my surprise when my bestfriend and I discovered the Jollikids apparel line while shopping at the SM Department Store. My bestfriend thought the designs were nice enough but I still couldn't get over the Jolli-words branded in the various shirts and shorts that were on the shelves.
Isn't it enough that Filipino kids have been brainwashed by the hive to throw tantrums every time they are not able to eat "Jolli-food"? Now, we'll have kids crying in Department Stores so that they could all wear "Jolli-clothes", too.
With over 1,655 stores worldwide and 1 billion sales in December 2007 alone, Jollibee is truly making some real honey for Tony Tan Caktiong. Old McDonald has been warned. The killer bee is definitely out for blood.
First they proved that they have "Balls". Then they showed how they could "Paint" the world. Now, they communicate powerfully how their ideas just keep breeding like "Bunnies"! Fallon/London UK just keeps on producing one colorful masterpiece after another for the Sony Bravia account! Fantastic work based on a very simple yet powerful proposition!
There are many brands that try really hard to achieve consistently creative and witty advertising but never do. Usually it's because from the beginning, these brands suffer from identity crisis; they don't really know what their brands stand for.
But out of these many confused wannabes there are a handful that really know who they are and give their agencies the chance to really build the brand. These brand giants include Apple, Guinness and of course, as loudly shown by the collection of ads here from Ads of the World: The Economist.
In the case of The Economist, were the agencies who did these works great? Absolutely. But was The Economist as a brand even greater for knowing who they are and being courageous to allow their partner agencies to grow their brand equity? Definitely an even more resounding yes.
