Wednesday, July 04, 2007

Brand Update : Parryware

Parryware has now embarked upon a new campaign focusing on its range of bathroom fittings and accessories. Feeling the heat from the competitors and also unbranded products, the brand has renewed its marketing thrust.
But the new campaign is a sad story all together. In my earlier post on Parryware, I had mentioned that Parryware has redefined the Bathroom fittings by innovating the concept of Glamourooms. The brand achieved super brand status through this smart positioning. But during 2003, the brand made a big mistake in changing its core positioning to " Add glamour to your life" and then changed the tagline again to " Surrender to the temptation " and crap like that.

The new campaign is shocking. The brand now adopts the tagline " What a bathroom!". Its a pity that the brand has come to a full circle. It has reached the stage where it has started its successful journey. From "Glamourooms " , the brand crashlanded to "Bathroom".Glamourooms differentiated Parryware when everyone was talking about bathroom fittings and now also things are not so different. The fact is that man companies are talking about glamorooms and now Parryware has started talking about Bathrooms. What a paradox.I don't see a logic and cannot understand why those creative hotshots at JWT could ever letgo of a highly successful positioning and land the brand back to square one !
Ofcourse I know that the answer will be " the old positioning has lost its charm". But I feel that its the job of the creatives to find ways to refresh these ideas not kill them for the heck of change. The brand now is in a state where it has lost is DNA. The ads may be good but the strategy is horrible. The brand has undone the entire equity built over its past years ( Glamouroom era).

Do You see any logic?

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Parryware