It has been a long time since I wrote anything about Pears. The fact was that there was no big development about the brand for the past two years. The brand is regularly and consistently promoted across various media.
The brand extended itself to kid's category with the launch of Pears Junior and also into personal care segment with products like face wash. Pears also launched variants like Mint, Aloe Vera,Oil control etc during this period. Although the brand launched these variants, the core positioning of the brand remained the same for the original soap.
Recently I saw the new commercial of Pears
Watch it here : Pears
The brand is very consistent about the positioning strategy. Pears is built on the wonderful relationship between the Mother and
Child. All Pears ads captured this emotion quite perfectly. The brand focused on its " Transparency " and is positioned as a " Pure and Gentle " Soap.
This time too, the brand follows the same theme. The significant addition is that now Pears has a tagline - Masoom.
Masoom translates to Innocence . So Pears now celebrates a new brand value - Innocence.
The new campaign is nice but as a Southie I did not quite understood the dialogue. But the cute child and the theme always work the magic.
I am assuming that Pears brand is serious about the Masoom Tagline. Masoom concept works very well for Pears. The concept of innocence fits with the " transparency " and Pure & Gentle positioning.
Pears was one of those brands which did not have a tagline. With out the help of the tagline , the brand was able to communicate its core positioning. The core brand values of Pears was communicated through visual cues .
The tagline of Masoom seems to gel with the brand. Whether and how the brand is going to use this tagline in future is something to watch for.