I have just heard Zest Air's new radio commercial featuring a jingle... theme song which I'm guessing should embody their brand personality. As a traveler who has flown on Sea Air and Cebu Pacific, this ad does nothing to shed any light on the Asian Spirit franchise. With lines such as "Zest in the Air", no talk on quality of services and a slew of motherly statements that all rhyme with each other just reinforces that this is a juice brand behind everything. The cheesy melody and nonsensical dr. seussery just made a strong dent in my head telling me not to trust such a brand. Airlines are a serious matter, selling it means you're selling trust of life and limb, and you just can't communicate that through a song and dance number. It starts with good fares and fierce customer service or customer savings. Cebu Pacific started out with their Piso fares, while Sea Air took a bite out of the Boracay market by offering the fastest flights from Manila (using their initial disadvantage of propeller planes which enable them to land in Caticlan as a positive). Zest Air coming from a brand that was tagged with a not so safe image, should have put more thought into it. The tag line also doesn't help, most refreshing airline? why because you're owned by a juice brand and Zesto is served? come on guys, work on the brand a little more. Zest-O works for juice because there is Zest in juice. Money wasted, change your ad agency.
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