Wednesday, August 10, 2011

Brand Update : Hole New Fashion from Polo

The new campaign " Hole New Fashion " is one of the best campaigns I saw in recent times. The communication  once again brought back the humor, excitement and freshness into the brand. Polo has always been an interesting brand. The " Mint with a Hole " virtually made mint candy category very popular in the Indian market.
The brand was on a hiatus after the " what is your hole story " campaign which took a different take on the concept of " Hole ". 
The current campaign introduces four new flavors for Polo - Lime Mojito, Watermelon Sorbet, Peach Schnapps, and Cocoa Mocha. The most interesting factor being that these new variants are positioned as signature flavors which are "designed" by the Goa based Designer Wendell Rodricks. The brand achieved new heights in creativity when it partnered with a designer to launch a Fashion Range. The new range of Polo is known as Signature Flavors and is a classic case of a Celebrity - Brand co-creation.
What is most important in the new campaign is the new thinking that Polo brought in to mint candy. It is a great big idea to see variants as a fashion range and the execution is perfect. According to Economic Times, the flavors was such a big hit that the entire stock was sold out in two weeks in markets where it was introduced. 
Watch the ad here : Polo Signature
The new campaign will significantly help the brand Polo to reinforce its positioning as an off-beat interesting fun loving brand. The epitome of the brand's personality is its ability to think out of box which is conveyed by the tagline " The Mint with a Hole ". The brand tied to maintain its personality in most of the campaigns. The current campaign brings in much needed freshness to the brand in every sense. The new variants will also bring lot of new consumers to the brand . It also gives the existing fans of the brand to indulge more of the brand.
I am not sure whether these signature flavors are limited editions or permanent addition to the product-line. What ever be the life of these variants, it has achieved in elevating the brand to a higher level of positioning.

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