Friday, July 17, 2015

Brand Update : Liril is back with the original jingle and waterfall imagery

Liril is back . After messing up the once iconic brand, HUL has relaunched Liril with the classic jingle and the iconic imagery of a girl in a waterfall  immortalized 40 years ago  by the original Liril girl - Karen Lunel .
 After killing the freshness theme ( for whatever reasons) during early 1990s, the brand went into various positioning themes and later faded into oblivion. Now the brand is back to its roots.

Watch the relaunch here : Liril relaunch

While the relaunch brings back fond memory of this great brand to many of us, it may not ring the bell to the new generation. Nostalgia aside, the new ad is well made in the sense it is almost the same as the original ad.

The brand is positioned on the freshness platform and now has the tagline " Fresh is back ".
How ever, as a marketing enthusiast, I am happy for Liril to have made a come back. Kudos to HUL for biting the bullet and returning to the original positioning. 

This is also a lesson for brand managers who try to change positioning for the sake of change.