Wednesday, September 30, 2009

Brand Update : Wild Stone

Wild Stone has become milder. It is interesting to see a brand evolving and trying to find the right kind of positioning. Wild Stone which started off as a very very naughty brand is now moving to a mature , approachable platform.

In the last few years Wild Stone has been experimenting with its positioning. The brand looking at the huge potential in the deo market created a stir with its "explicit" controversial ads. But those ads were infact doing lot of negative word of mouth in the media space. Although Wild Stone brand got noticed, the image got entangled in the negative mindset. The brand had the tagline of " Wild By Nature " and its ads were nothing but wild.

Later Wild Stone's marketing was taken up by Future Brands ( source) . Then a shift happened in the brand's approach. The brand became subtle but of course it couldn't let go its " sexual overtones". The brand adopted the new tagline " Barely Legal".

Now the brand is running a new campaign for its variant Wild Stone Aqua.
Watch the tvc here : Wild Stone Aqua
The new ad is a refreshing change from the earlier campaigns of Wild Stone. The ad is nicely made and the brand's positioning theme fits in nicely with the ad. What is more interesting is that Wild Stone has adopted a new tagline " It happens". The new tagline is a far better one than the " Barely Legal " . More over " It happens " gives the agency lot of room to work on. And also it gives a message that Wild Stone man doesn't have to " Try Too Hard". Hopefully the brand will retain the new tagline and explore its possibilities.

The positioning of Wild Stone is not a remarkable one. Almost all the men's deo has adopted the same positioning of " Women Chasing Men". Brands like Axe Fuel,Denver, Set Wet Zatak all have adopted the same theme. The advantage that I see in Wild Stone is that the brand has adopted an Indian theme while all the other brands are going for foreign models and settings. This can prove to be a good advantage for Wild Stone. Although the market leader Axe is going great guns with regular product launches, its ads have become little detached with the Indian market ( my opinion). Axe may face the issue of a consume disconnect if it continues to import ads.
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