Saturday, December 08, 2007

5 Star : Jo Khaye Kho Jaye

Brand : 5 Star
Company : Cadbury
Agency : O & M

Brand Analysis Count : 295

5 Star is the second biggest chocolate brand in the Cadbury portfolio. 5 Star is a heritage brand which came to India in 1969. Currently this brand have a marketshare of over 14 % .
5 Star is a chocolate bar with caramel naugat inside. The bar is known for its unique taste and has been a favorite brand of all chocolate lovers.Over these years, this brand has established its brand element - golden color firmly in the mind of the consumers.
Although this brand lags behind the market leader Dairy Milk, the company had made substantial investment in this brand over these years. The brand has been relaunched more than 9 times in the last 15 years. Its interesting to note the repositioning exercises that has been done on this brand over these years
1970's : 5 Star was positioned on the basis of its taste. The brand had the tagline " Deliciously Rich, You'd hate to share ".
1980's : Saw the brand highlighting its soft and chewy nature. During this period the brand also had the positioning based on " Togetherness' . 5 Star had the campaign " Lingering taste of togetherness ".
1990's : Saw a major repositioning for the brand focusing on the energy factor. 5 Star was positioned as Energy bar . The product had glucose hence gave instant dose of energy.
1994 : The brand used the tagline " Reach out for stars " ,taking a cue from the name.
1997-1998 : 5 star took the youth wagon and positioned on the two attributes : energy and youthfulness. The brand had the tagline " Mera own energy zone "
1999 : The brand came out with the tagline " Dil hai to josh hai " again positioning itself on the energy platform
In the millennium, the brand came out with a variant 5 Star Crunchy which had added rice crispies to make it more crunchy. The brand had the campaign with the voiceover "Arrey "( surprise).
The brand had faced lot of competition throughout its lifecycle. The competition was not from similar caramel chocolates but from brands like Kitkat and Cadbury's own brands CDM and Perk. Another issue that the brand faced was the price-value proposition . Cadbury had reduced the grammage of the brand ( quantity) drastically during 2000-2005 which hurt the brand very much. Not only the bar was less filling, customers felt that its too pricey.
This year saw a rejuvenation effort for 5 star. The brand is being repositioned on the taste platform. The new campaign give the brand a new tagline " Jo Khaaye, Kho Jayee" meaning " Lost in the taste of 5 star ".
Watch the TVC here : 5 Star
This time 5 star is on a 360 degree marketing campaign with added focus on digital media. The brand has a new website lostin5star.com where the brand has tried to build a viral campaign.
Along with the new campaign , a new variant has been launched 5 Star Fruit and Nut. Like CDM, 5 Star is also targeting the youth market. Although the taste is a good platform, I didn't like the execution of this idea in the new campaign ( There is no creative spark in the ads) . It does not require an O&M to come out with such a campaign.
5 Star is an example of consistent investment in longterm brand building. The brand has never shied from experimenting and repositioning. I feel that like other confectionery brands, 5 Star also needs a celebrity to keep its share of mind. Its not that celebrity endorsement is necessary for a heritage brand like 5 Star but I feel that 5 Star never had a consistent USP or positioning. What comes to my mind about 5 Star is its caremel taste. If the brand has decided to take taste as its USP , a celebrity can reinforce that better and give the campaigns an edge.