Hi @uab59
Its a well made ad for sure. Some things that Stand out in the ad
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no luggage trolley shown - the backpack is the main character. A backpack is usually for single travelers wanting to just go.
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humanizing the bag. Indicating that luggage is a partner in your travel and is just as much a part of the journey as you are. The business goal is ofc if you are going to spend let’s say 50k per head - then spending 3-5k on your partner is hardly anything. Intelligently dome, branding can really get people to pay up.
Safari has spent b/w 2-3% of the top line on a&p for the last 2 years. I think If it maintains that ratio it won’t affect the earnings in a meaningful way. If the ratio exceeds that then I am sure they would be looking to increase the sales price or volumes.
Its the first time that safari is on TV so let’s see. Either ways - its time they scaled up the branding.
Best
Bheeshma