Saturday, October 03, 2015

Brand Update : Peter England wants you to Be Everything You Love

Peter England that came to India with the promise of an Honest Shirt, has undergone yet another change. This time, the brand has seen a significant change in its personality. From a stiff collar personality, Peter England has become a very youth, adventurous brand. The change in the brand personality is now reflected in the new TVC. Along with the new personality, the brand has also adopted a new tagline " Be Everything You Love ".

Watch the new TVC here: Peter England - Be everything you love

The brand that was launched in 1997 had made a significant positioning change in 2010 when it adopted the tagline " Beginning of Good Things ". The brand had a celebrity endorser at that time. Even then, the brand's personality was that of an affable, honest, serious brand.
In the new avatar, Peter England has become a new person. The new personality reflected by the main actor in the advertisement is young, adventurous and probably irreverent. This is a serious shift from the original brand's persona.
Along these years, the brand has also added more products to its portfolio, including belts, bags and the like. The brand is trying to woo the new young generation and this effort is reflected in the new commercial.
But sadly the theme that the brand has used in the new avatar is used many times by other brands. The interview setting, the older interviewers, and the  smart young hero all looks so cliched and stereotyped. While the move towards new personality is justified, the execution of the new positioning seems to be below average.
It is also to be noted that the young man depicting the brand's personality has not done everything he loves and wishes to do so in the next five years. That prompts me to ask why is he not doing it now ??