Ajinomoto TV commercials are not simply advertisements for spices; they are small stories, subtle glimpses that directly touch the emotions of Vietnamese people. This article will delve into analyzing some typical TV commercials that have created a good media effect, and at the same time "decode" the core elements that have contributed to the enduring success of this brand in the advertising field.
Highlighting the most captivating Ajinomoto TV commercials.
In the fiercely competitive fast-moving consumer goods market, advertising is not just about introducing products, but also about winning the hearts and minds of consumers. And in that battle, Ajinomoto, a brand already familiar in the kitchens of millions of Vietnamese families, consistently proves itself a formidable player.
Below are some classic Ajinomoto TV commercials that have touched the hearts of many viewers, loyal customers of the brand:
1. “AJI-NO-MOTO® SEASONING, FULL AND ROUND FLAVOR, FOR OVERWHELMING HAPPINESS”
Duration: 15 seconds – a standard length for television commercials that focus on repeating the message.
Message to be conveyed: This TV commercial directly appeals to emotions. Instead of talking about ingredients (like "from bone," "from meat"), the main message is "Full-bodied flavor, for an outpouring of happiness." Ajinomoto doesn't sell seasoning, they sell "overwhelming happiness." The phrase "unleash the rich flavor of the moment" once again emphasizes the product's role as a catalyst to transform ordinary meals into memorable ones. This is a strategy focused on the emotional benefits of the product.
2. Ajinomoto TVC – “BRINGING THE PERFECT FLAVOR TO EVERY DISH”
Duration: 15 seconds.
Message to be conveyed: In contrast to the previous TVC, this one focuses on the product's rational benefits and features. The dialogue clearly states: "The main ingredient is MSG, selectively extracted from meat and bone extract." The message "Awaken the authentic flavor of every dish" affirms the product's versatility and superior effectiveness. The word "UP" in the name implies an improvement, delivering a more "authentic" flavor. This Ajinomoto TVC targets home cooks seeking efficiency and a new "secret" to elevate their cooking.
3. “AJI-NO-MOTO® – Unleash the Flavor, Savor the Moment”
Duration: 15 seconds.
Message to be conveyed: The video features catchy music with a fast rhythm, and the catchy lyrics about the product create an engaging feel, making the TVC more appealing. Furthermore, the title "Unleash the Delicious Flavor, Capture the Moment" is almost a slogan for the entire brand. Similar to TVC #1, it directly links "delicious taste" (rational benefit) with "moment" (emotional benefit). This message is concise, easy to remember, and positions Aji-no-moto as an indispensable part of creating memorable moments in life.
4. Ajinomoto TVC – “30 YEARS OF DELICIOUS MEMORIES”
Duration: 40 seconds.
Message to be conveyed: This is a typical Ajinomoto TV commercial that leverages emotional appeal and nostalgia. The messages, "30 years have passed… the best is still home-cooked meals" and "30 years of delicious memories," not only advertise MSG but also tell the story of the brand's enduring connection with generations of Vietnamese families. It builds the image of Ajinomoto as a companion, a part of "memories." This is an extremely effective way to build brand loyalty.
5. “AJI-NO-MOTO® Together We Season Happiness”
Duration: 1 minute and 17 seconds – this isn't a traditional TV commercial, but rather a form of branded content.
Message to be conveyed: This video shows a shift in Ajinomoto's strategy for reaching young people.
- Using Influencers: Quang Dai's face (a KOC/Influencer with an intellectual and gentle image) gives off a feeling of approachability and trustworthiness.
- Forms of emotional support and healing: The opening line, "Hey, don't eat alone anymore, let's enjoy this together!" is comforting and "healing," perfectly in line with current content trends.
- Product education: The video explains that the "secret" is Ajinomoto. This is a clever way to "vindicate" and elevate the value of MSG, turning it into a scientific cooking "secret."
- Message: "Let's Season with Happiness" is the overarching message, showing that cooking is not just a duty but also an act of love and care for oneself and others.
6. “AJI-NO-MOTO® MSG – The only Japanese MSG brand in Vietnam”
Duration: 30 seconds.
Message to be conveyed: This TV commercial carries an extremely powerful and direct message: affirming its position and quality. In a context where consumers are increasingly concerned about origin, emphasizing that it is "The only Japanese MSG brand" is a valuable highlight of the commercial. It implicitly asserts its advanced technology, production process, and high quality standards, creating a clear distinction from competitors in the market.
Factors contributing to the success of the Ajinomoto TV commercial.
From analyzing the TV commercials above, it's clear that Ajinomoto's communication strategy is far from simple. They don't focus on a single strategy but implement a multi-layered, sophisticated one. Below are the core elements that create the powerful communication effect for Ajinomoto's TV commercials:
1. The "heart" of every story: The family meal.
This is the most consistent and powerful element. Most Ajinomoto TV commercials revolve around family settings, dinner, and togetherness. The brand deeply understands that, in Vietnam, a meal is not just about satisfying hunger; it's a space for sharing, love, and connecting generations.
By integrating its products into the heart of that sacred space, Ajinomoto has positioned itself not as a seasoning, but as an indispensable "member" contributing to the "delicious taste of memories" of the family.
2. Tailored messaging strategy for each product.
Ajinomoto doesn't use one message for everything. They have a very clear allocation:
- With the brand: They focus on building trust, connection, and heritage values. The messages are often highly emotional (memories, happiness) or affirm absolute quality (the only Japanese brand, the Umami taste).
- With the following products: The message focuses on rational benefits, convenience, and superior results (“Awakening the authentic taste”, “Full-bodied flavor”).
- With our modern product lines: The strategy often portrays a youthful, dynamic image, addressing the "lack of time" problem faced by young people.
This "tailor-made" approach helps Ajinomoto's TV commercial reach the right target audience with the right message they care about, maximizing communication effectiveness.
3. Affirming quality and scientific validity
Ajinomoto is very clever to consistently use two marketing "weapons": "Japanese technology" and "Umami flavor".
- Japanese element: As seen in TV commercial number 6, the words "Japan" are a golden guarantee of quality, safety, and reliability. This is especially important in the food industry, where consumers are increasingly demanding about the origin of products.
- Umami flavor: By using a scientific term (the fifth basic taste), Ajinomoto has elevated its MSG product (as seen in Quang Dai's TV commercial). It's no longer a "controversial" seasoning but a scientific "secret" that balances flavors, creating a harmonious overall taste.
4. Meticulously produced, with visuals and sound that evoke emotions.
Ajinomoto TV commercials are always meticulously produced. The visuals are bright and inviting. Close-up shots of the food are carefully crafted, creating an extremely appetizing feel. The music is usually gentle, soothing melodies or specially composed songs that easily resonate with viewers. The narration is always warm, expressive, and trustworthy. All these elements combine to create an emotionally rich whole, making it easy for viewers to empathize and remember the product.
5. Keeping up with trends: From traditional TV commercials to branded content.
The appearance of the video "Cooking with Quang Dai" (TVC #5) is clear evidence of Ajinomoto's keen insight. They understand that Generation Z and Millennials no longer watch as much TV as before. They are on YouTube, TikTok, and following influencers.
By collaborating with influencers to create longer, more shareable, personal, and "healing" content, Ajinomoto successfully reinvented itself. They transformed advertising into useful content (cooking tips, self-care advice), causing viewers to naturally and willingly accept the brand's message.
The success of Ajinomoto's TV commercials is not a random win, but the result of a meticulously researched, consistent, and brilliantly executed communication strategy. They don't just sell seasoning; they sell family bonds, memories, confidence in Japanese quality, and solutions for modern life. Ajinomoto has built a solid "fortress" in the minds of Vietnamese consumers. Each of their TV commercials, whether short or long, is a gentle reminder: "Come home for a meal, because there you'll find the delicious taste of family, and perhaps, a touch of Ajinomoto seasoning."
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