A brand war is on between the producers of Peak Milk and Hollandia Evaporated Milk.
The war, which has now gone into a full blown media crisis between the brands didn’t start today, as it has been brewing underground for a long while.
Talks of a smashed tin in a commercial and speculation of imitation has led to bad blood between the brands and its agencies.
However, a recent online commercial shot by Peak Milk and currently available on Youtube has reenergized the faceoff.
Agencies of the two brands Soulcomm Publicis and Marketing Edge are currently at war, as they seek to outdo each other forgetting the basics of advertisement and ignoring the provision of the advert regulating body, Advertising Practitioner Council of Nigeria (APCON).
The controversial commercial which is currently on Youtube features the duo of comedians Seyi Law and Ayo Makun popularly known as AY. The commercial pictures AY as a mechanic.
The confrontational commercial sees AY and another mechanic arguing over who is more superior, while AY drinks Peak Milk Wazobia, the other mechanic drinks from an Evaporated Milk Pop Pour Throw pack of Holandia called Wazo, with a arm wrestling match ensuing to confirm who is superior as Seyi Law standby as referee.
High point of the commercial however is the victory of Peak Milk Wazobia over Hollandia Wazo. However, while the advert is not too popular because it is restricted to digital media, producers of the commercial for Peak Milk have been heavily criticized by brand writers, as many tag it an abuse of rules and regulation and desperate advertising.
The producers of the Peak commercial have been slammed for indeed showing the Hollandia Evaporated Milk Pop Pour Throw pack when AY won the arm wrestling.
According to analyst, the singular action has been tagged a deliberate attempt by Peak Milk to create a market monopoly by destroying the rival brand which is doing well and threatening them in the market.
The general conclusion by industry watchers is a call for APCON to sanction Peak Milk for its adverse marketing strategy before it becomes a trend in the industry.
-Ahmed Korede
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