In an interesting move, Cinthol is trying to change the deodorant game by focusing on the form factor. In the latest campaign, the brand is trying to bring back the focus on the stick form of deodorant.
During the formative years of the deo market, the deo stick was the popular form of the product. But later the spray form took over the market and the stick faded away. Although the stick product form was less priced, the spray was perceived to be convenient. The spray did not have that soapy feeling which the stick had. And the deo marketers prompted the consumers to trade up to the spray form.
Cinthol wants to change that game. The new campaign which focuses purely on the form-factor highlights 3 advantages of the stick form - less priced, skin friendly and 3 times long lasting.
Watch the ad here : Deo Reborn
The new campaign has used the slogan - Deo Reborn for the new initiative. The brand has taken a risk in pushing for the form-based differentiation since it has the spray form factor in the portfolio.
The Indian deo market is crowded and confusing with a lot of brands and promises. So the Cinthol's stick form factor push stands out from the crowd at least for a while. Another advantage is that the stick form factor effectively negates the " gas vs perfume " war that is currently going on in the Indian deo market. After Fogg stormed the market with No Gas proposition, every deo brand has joined the bandwagon. In this move, Cinthol has taken the gas out of the spray form-factor.
It has to be seen how the consumer behaviorally reacts to the new initiative. Marketers had taught the consumers to use the spray and bringing back to the stick form is not easy.