Watch the new campaign here : Chlormint Kabbadi
It was surprising and shocking . Shocking to me because I have an inherent hate against brands changing their famous and successful taglines and positioning . The new campaign is funny for sure but I don't understand the logic behind the change in the tagline which made this brand famous.
A report in
Exchange4media gives some explanation to the change. The brand has changed its positioning from the earlier " One does not need a reason for having Chlormint " to " Anytime Consumption". The brand owners want to expand the scope of the brand.
I would just site an example of the power of the earlier Dobara Mat poochna campaign. During the head butt controversy of Zidane , there was thousands of SMS featuring this brand. Matterazzi was head butted because he asked Zidane " Log Chlormint Kyun Khate hain " . That was a viral campaign initiated by consumers . The campaign had huge fan following and everyone was waiting for another series of Chlormint ads. Not many brands can have that luxury.
Is the new campaign going to expand the scope of Chlormint ? I guess no. This new tagline has nothing new in it. " Anytime Consumption" was the idea of Cadbury's Perk which made it famous through a series of campaigns featuring Preity Zinta. Lot of other brands have used this idea.
If the brand wanted to have the idea of " Anytime consumption" , It could have easily done so using the question " Log Chlormint KAB khate hain " translated to " When do people take Chlormint ? " followed by the famous " Dobara Mat Poochna ".
By forgoing a successful campaign , Chlormint may find it tough to recreate the magic of earlier campaigns.
What do you think?
Related Brand
Chlormint
A report in
Exchange4media gives some explanation to the change. The brand has changed its positioning from the earlier " One does not need a reason for having Chlormint " to " Anytime Consumption". The brand owners want to expand the scope of the brand.I would just site an example of the power of the earlier Dobara Mat poochna campaign. During the head butt controversy of Zidane , there was thousands of SMS featuring this brand. Matterazzi was head butted because he asked Zidane " Log Chlormint Kyun Khate hain " . That was a viral campaign initiated by consumers . The campaign had huge fan following and everyone was waiting for another series of Chlormint ads. Not many brands can have that luxury.
Is the new campaign going to expand the scope of Chlormint ? I guess no. This new tagline has nothing new in it. " Anytime Consumption" was the idea of Cadbury's Perk which made it famous through a series of campaigns featuring Preity Zinta. Lot of other brands have used this idea.
If the brand wanted to have the idea of " Anytime consumption" , It could have easily done so using the question " Log Chlormint KAB khate hain " translated to " When do people take Chlormint ? " followed by the famous " Dobara Mat Poochna ".
By forgoing a successful campaign , Chlormint may find it tough to recreate the magic of earlier campaigns.
What do you think?
Related Brand
Chlormint
Would it make sense to change very successful tagline if company is planning to expand product portfolio ?
ReplyDeleteI still don't understand why come up with an advt. like kbaadi one. It distracts you from the core idea of your product. (In this case makes me feel like a campaign for condom/inner wear etc).
ReplyDeleteI hope they revert back to earlier ways!
I too agree with Ramjee......A person not having much knowledge of HINDI will certainly take it as Undergarment/condom ad.......Also the first tagline 'Dobara mat poochna' was doing well.......& first impression is always the first impresion...
ReplyDeletei agree with gagan that as much as the new promo is delivered in media,the chloromint tagline would still be remembered as dubara mat poochna and the classic dip of head in water by the panwallah.Thats how people remember chloromint.
ReplyDeletei write this after having seen the latest TVC of Chlormint. Aapke pasand kee mint- in which a paan wala donates blood to save some child's life. The ad on its own looks good and tells a very strong point over here. the basic thing that the company tries to do is to involve the consumer in the buying process and make them ask for chlormint.
ReplyDeleteGenerally people take a mint or a mouth freshner after food or a smoke most of the times. And whatever change they get in balance is used to buy the mint. And this mint is generally given by the pan wala, anythng that he feels. The new ads try to change this very same notion of people to blindly take whatever the pan wala gives. in the ad the narrator says " Are you obliged to any panwala that you take the mint of his choice. Ask him for Chlormint", making it a first choice for the buyer.
coming back to the "khao kabhi bhi", campaign. i think this was initiated to basically make people use mint or chlormint whenever they want and not restrict it to just an after smoke mouth freshner.
Personally if it were to talk about transition and the connect between each ad or campaign, i would say the first campaign and the third are the closest to each other and also the third and second could also be linked up. butas you said i fail to find a link between the first and the second campaign.
I would like to differ from all here. Chlormint, I think is a brand which cannot be restrained with theories of branding. I you say there is no connect between 3 campaigns ie "Dobara Mat Poochna", "Anytime Chormint" and "Paan wale ke pasand ki mint"....then I would say it was intended to be so...This is one brand which CAN afford to defy the laws of branding and carry all the three positions together. I think we all agree that Dobara mat poochna will not complteley wipe out from customers brains anytime soon, now coupled with anytime consumption and Your choice of mint makes a great "Positioning Package" for Chlormint..
ReplyDeleteHats off to the brand!!!