Wednesday, June 03, 2009

Brand Update : Liril

After a long long time, the iconic Liril is back. Yesterday I saw the new tvc for Liril. The campaign looks foreign, complete with foreign models and settings.

The new tvc talks about 2000 points in our body which when touched will refresh us!!!! The ad uses the theme of a playful interaction between a father and baby to drive home the power of touch and these 2000 sensitive body points.

The ad claims that using Liril will rejuvenate those 2000 body points to keep you FRESH...

Well... some brands will never learn from mistakes. After the dumping of the famous imagery of Liril girl and the waterfall, the brand has never recovered. The fall of this iconic brand was accelerated by some stupid campaigns like Uff Umma and mindless product-line extensions like Orange Liril.

Now comes another half-hearted attempt to rejuvenate the brand. Although the new ad has a touch of class, it does not gel with the brand image of Liril that we had in our mind.

Another interesting development is that the entire product has also being changed. The brand packaging has been changed to dark green and the shape of the soap is changed to rectangle.

I still don't understand why the brand has not thought about bringing back its iconic positioning on freshness and its brand element of waterfall and still famous music. I am not saying that the brand should exactly replicate the earlier ads but it can creatively take advantage of that brand image which is still there in the consumer's mind.

Liril's consumers has become old and the new generation does not know much about this brand. But the collective memory and images are still there in the consumer space. It is also interesting to note that no other brand has been able to take up the space of Liril. So there is still lot of opportunity for Liril but going by the new campaign, that opportunity has been wasted miserably.

As a consumer , I still miss this soap.



Related brand
Liril