Best Marketing Practice : ZOOZOO

One of the best campaigns I have seen so far is the Vodafone's ZooZoo campaign. Never in the history of Indian advertising we witnessed a campaign that generated so much interest and curiosity among all the segments of the society be it young or old.

So much has been written about ZooZoo in various media. Hence I am not going to repeat it all over.

Read a wonderful analysis in afaqs here : Afaqs on ZooZoo

Another nice one in Businessline : Business Line on ZooZoo

Rajesh of Blogworks on ZooZoo : Here

Some ZooZoo ads here : ZooZoo collection

I never expected Vodafone to be a creative volcano.When Hutch became Vodafone, I was little sceptic whether the creative spark of Hutch will be carried forward by Vodafone. The news of the famous Pug being discarded deepened my scepticism.

But the brand just beat all those cynicism . The Happy to Help campaign and the VAS campaign all proved that this is a brand that will do anything to be creative.

ZooZoo was created to promote the value added services ( VAS) of Vodafone. Vodafone was trying hard to capture the VAS Space because it is a potential cash cow for cellular companies.
Vodafone also wanted to make the most of the IPL season 2. Although IPL is a crowd puller, it is also a marketer's nightmare because of the clutter. IPL attracts all the deep pocket advertisers and to standout, one needs to think out of the box.

Thus ZooZoo was born. ZooZoo is a semi alien semi-human character living in an earth-like place ( lot of which is left to the viewer's imagination).These are very very simpe biengs who are very expressive. They laugh aloud , cry loud and have a child like simplicity around them. I think many of us wanted to be such an expressive being which makes ZooZoo very personal .

The success of ZooZoo is the success of minimalism and simplicity. Although the production process of ZooZoo ads are not simple, as a consumer I was attracted to the simplicity of the concept and the execution. ZooZoo also highlights the power of storytelling. Each ads tells a very simple story. Afterall brands are made through story telling.

Another factor that aided the success of ZooZoo is the scale of the campaign.Reports suggest that there are around 25 different ads of ZooZoo to be aired during this IPL season. This unprecedented scale has kept the curiosity high among the viewers. It has infact dwarfed all the other advertisers in this season.
There is lot of risk being taken behind this campaign. The Vodafone managers who okayed this campaign may have risked their jobs to bring out such a massive campaign. The agency also risked their credibility. One should appreciate the creative talent of O&M and Nirvana Films who proved that Indian Advertising has come of age.

Vodafone has taken ZooZoo beyond advertising. The fanclub in the facebook page of ZooZoo has already touched 70,000 and counting. The brand has comeout with an interactive quiz that shows the type of ZooZoo you are : here
There are also mobile downloads of wallpaper, screensaver etc.

All these has transformed into a great viral movement. There are already a plethora of mail forwards and blogposts celebrating ZooZoo.

ZooZoo is a great marketing story. Vodafone has benefitted immensely by this campaign. It caught the attention and fancy of the consumers, aroused curiosity, told stories and made people retell the story.

Marketing Guru Seth Godin always emphasised that Brands should be Remarkable. He defined remarkable as " Worthy of Making a Remark about "

The ZooZoo is a classic example of being Remarkable...

Grappo Fizz : Another Cool Drink To Hang Out With

Brand : Grappo Fizz
Company : Parle Agro
Agency : Creativeland Asia


Brand Analysis Count : 398

Parle Agro has launched a " new brand " Grappo Fizz . Grappo Fizz is a sparkling grape drink similar to the successful Appy Fizz.

Grappo Fizz is launched as a cousin of Appy Fizz. Appy Fizz had created a successful niche for itself among the young consumers. The drink has a unique taste, look and also interesting positioning as a Cool Drink.Parle Agro is trying to replicate the success of Appy with the new grape drink.

I have a little confusion in the branding of Grappo Fizz. Should Grappo be considered as a brand extension or is it a new brand.

Theoretically , brand extension is where the company uses an existing brand name for new products. But Grappo Fizz is a new brand name which has significant association with Appy Fizz. Both these brands share a common term Fizz in their brand names.

Another similar case occured when Perfetti launched a brand called ChocoLiebe which has the same association with Alpenliebe.

Technically Grappo Fizz should be considered as a new brand . Then it become a unique case where two brands share common brand elements like packaging and even positioning. I would consider this as a new brand for theoretical purpose. For all practical purpose, Grappo is an extension of Appy. ( confusing isnt it?)

Marketing is more of a historical subject describing the past actions of marketers.So when the marketers devise new strategies, marketing academicians find it difficult to explain those with existing terms,concepts and jargons. Hence we come out with new jargons to explain the new practices. I would invent a new jargon - Association Extension to describe brands which are launched with significant associations with an existing brands.

Coming back to Grappo Fizz, the company considers this brand as an extension of Appy Fizz. In an interview with Business Standard , the CMO describes this brand as a product extension of Appy Fizz ( Read Here)

Grappo Fizz is trying to create another niche like its cousin. Grape is a neglected flavor in the Indian market. There are virtually no grape based drink in India except for some 100% fruit juice brands. Grappo is trying to fill in such a gap.

Like Apple drink, Grapes may not become a mainstay beverage but it will be a welcome option for those users who would like to have something different. I have observed that people tend to like grape juices, but seldom this flavor is marketed.

Grappo shares every branding element with its cousin . The packaging is the same , the nature of the drink is the same and the positioning is also the same.

Watch the launch commercial here : Grappo Fizz

Like Appy Fizz,Grappo also has a personality. The brand has a interesting CV which you can see in the packaging. He is a ex- call center employee who has lost his job because of recession. Grappo is a rap lover and loves rhyming.

The brand is targeting the same segment which Appy Fizz is targeting - The Youth.

Grappo shares the same positioning of Appy . Now the brands come together in ads and the tagline is " Two cool drinks to hang out with ".

I am a person who fears brand extension. So the same fear appears when I see both Appy and Grappo sharing a common positioning platform.

A few question arises in my mind.

I love Appy Fizz, so the fear is whether Grappo dilutes the positioning of Appy Fizz ?

Why should Grappo share the same tagline as Appy ? Will they always be together in ads ? If so then what is the differentiation of Appy ?

My personal opinion is that Grappo sharing the positioning will dilute the equity of Appy. When two brands say that they are cool, the question arises who is the coolest ?

My apprehension was deepened when I saw another campaign where Grappo outsmarted Appy . So is Grappo more cooler than Appy ?

Since the tagline is " Two cool drinks to hang out with " , has Appy lost is individuality ? Will we ever see an ad featuring Appy alone ?

Is there a chance of more drinks coming like Orange Fizz, Guava Fizz with the same positioning ?

Alries and Jack Trout always argues against extensions. Their argument was that by extension, the brand will lose its unique position in the mind of the consumer. It is true also. There was only one cool drink - Appy Fizz. Now there is two.. So Appy Fizz definitely is going to get affected interm of positioning.

In the company perspective, it makes sense to put these brands together because the cost of building a new brand is huge. Grappo could easily ride on the popularity of Appy. Since these brands are niche without much competition, the consumers will stay with these drinks switching between Appy and Grappo. Marketing costs will come down because one ad will sell both.

On a branding perspective, I would have loved the brand Grappo if it had an individual positioning. Appy Fizz should be the ultimate cool drink and no other brand even if it is the cousin should be allowed to take that mind space.

So which is the cool drink to hang out with ?




Related Brand

Appy Fizz

Brand Update : Wild Stone

Deo brand Wild Stone has come out with another wild commercial. The new ad is in line with the previous themes but the brand has become more subtle.

Watch the new ad here : Wild Stone Guddi

The ad centers around the theme where innocent ( decent) ladies gets automatically attracted to the man who uses this deo. The previous campaign was set during Durga Puja which caused some controversies regarding the decency of the ad.

The new campaign is where a young girl (guddi) being floored by the Wild Stone Man. The ad is leaving many things to the imagination of the audience .

What is interesting about the new campaign is that the brand has a new tagline . Wild Stone has changed its tagline to " Barely Legal". The earlier tagline " Wild By Nature " has been dropped.

Compared to Wild by Nature, Barely Legal is more subtle and is not outright raunchy . I guess that the change is happening because Wild Stone is now managed by Future Brands.

Wild Stone is being developed as a personal care brand for men. The brand has talc ,deos, perfumes and shaving products in its product portfolio.

Related Brands
Wild Stone
Secret Temptations

Marketing Funda : Above The Line & Below The Line

Above the Line ( ATL) and Below The Line ( BTL) are the two most commonly used terms in marketing. Both these refer to the nature of promotional activities done by companies.

The simple and most common definition for Above the Line promotions is that ATL refers to all promotional activities done by companies through mass media. In common parlance Advertising is the major ATL activity and all other form of promotions except direct marketing falls below the line.

There is another jargon Through The Line (TTL) which refers to the activities that try to integrate both ATL and BTL.

Both ATL and BTL jargons does not form a part of the core marketing concepts hence you will not find a clear academic definition in marketing text books ( esp. Kotler).

Above The Line and Below The Line terms are centered around the word " LINE". So it is essential to understand the meaning of the term LINE inorder to see the difference between the two jargons.

Interestingly the term LINE is hypothetical and there is no defined boundary that exists between ATL and BTL

According to Mr Michael John Baker ( The Marketing Book) , the term came into forefront in 1954 through the practice of Proctor and Gamble, where the advertising agencies were paid differently from those who undertook promotional activities other than advertising. Marketers began to delineate activities other than advertising as a separate marketing practice called Below the Line Promotion.

Below The Line promotions include sales promotions, consumer promotions, PR, events , point of purchase promotions and all those unconventional tools that marketers adopt. Direct Marketing how ever could not be fitted into both these jargons and hence is kept stand alone.

Frankly there is no need for such a hypothetical boundary and classifications like ATL and BTL. The current developments that are happening in the media space makes such jargons highly irrelevant. Because boundaries are blurring. Now we see consumer promotions heavily advertised in mass media. Events are highly publicized using advertising, so the LINE is actually non-existant.

For example a viral video in Youtube which is watched by millions of netizens can be theoretically put as a BTL but it is reaching even more people than the traditional media like TV and print. The recent ZooZoo campaign of Vodafone cannot be bracketted along ATL and BTL because the campaign has already become viral with many blogs writing about it. The campaign was designed to be viral.

Fa : Feel Good Freshness

Brand : Fa
Company : Henkel
Agency : Mudra

Brand Analysis Count : 397

Fa is one of the largest deo brand in India. The brand is from the global giant Henkel. I was surprised to know that Fa is one of the largest selling body care brand in Europe.
Fa was launched in India in 2000. The brand has a portfolio of talcs ,deos,bodywash, soap etc. It is a personal care brand endorsing multiple products.

Fa is famous in India for its range of Deos. I used to buy their unique glass bottled roll on deos that comes in various fragrances like Aqua, Lemon etc.

Despite its legacy and its international pedigree, Fa has not got the kind of respect an international brand gets.That is why the brand is still a small brand in the personal care segment compared to the brands like Lux, Ponds etc.

Fa globally is positioned on Freshness. Its global tagline is " Feel Good Freshness".

Regarding the marketing practices of this brand in the Indian market , Fa was never an aggressive player in terms of promotion or brand building. I remember a couple of ads of this brand but no memorable promotional campaigns. How ever the brand was able to create a strong association with freshness which is a strength for this brand.

Watch an ad for Fa here : Pink or Black

Most of the ads of Fa was directly imported from its parent brand's database. The advantage of foreign ads is that it creates an international image . But the biggest disadvantage is that the local connect will be lost. Brands like AXE escaped this danger but Fa failed to create a connect with the Indian consumer.

Why Axe was successful because they were talking to a globally connected younger crowd. But Fa is talking to an older crowd who do not feel connected with the brand. That is why this brand is not able to reach its potential.

Understandably this brand operates on a limited budget. Hence one cannot equate the promotinoal activities of Fa with brands like Axe. But  I have a feeling that the brand undertakes sporadic promotional campaigns rather than an organized contonuous brand campaign. 

As a consumer, it has been a long while since I came across any campaign of Fa either in print or in visual media. Henkel is a global gaint and has the money power to drive reasonable brand promotion. 

Fa had a relaunch in 2004 when the company undertook a rationalization of its product portfolio . Fa was identified as a core brand and its ad spend increased. 

Fa fights with the best brands in one of the hottest segment in the Indian consumer market. It battles the gaints like P&G, HUL and the likes. Fa also has a rich heritage and international pedigree. What the brand needs is the WoW factor and a great campaign. Dove made it to the iconic league through a great campaign - campaign for real beauty.

Fa desperately needs a break-through campaign. Freshness platform is a very relevant positioning for the brand but the brand has to utilize this platform through some clutter breaking campaign. If the brand continues to import its international campaign and continues its unorganized /unfocused media spends, the brand will at best survive in its current position. 

Fa has some good products , what it needs is some breakthrough campaigns.

Brand Update : Loreal

Business Line (30/04/09) had an interesting news. L'Oreal is going to bring out sachets. L'Oreal has been in the Indian market for the past 15 years. The brand is positioned as a premium skin care brand and enjoyed tremendous equity among the upper segments of the consumers. The brand have the famous tagline " You are Worth It " and the brand is endorsed by WHO is WHO of the glamour world.

The move evoked two set of reactions in me. The consumer inside me was happy because the brand became affordable while the marketing person inside me was apprehensive about the dilution of premium image due to this affordable SKU.

Sachet has been a double edged sword for most of the fmcg marketers. This SKU offered tremendous volume potential. In the game of sachets, there is no premium class . There is only one class -Affordable class. On the other hand, it is a tough task for marketers to get customers to move to the high margin bottles.

The question is whether the availability of Loreal products at the price points of Rs 5 or Rs 7 will dilute the brand equity ? Will the higher segments drift away from this brand because the product now has a low priced SKU.

Since this is India, the lower price point is only going to benefit the brand sales. Indians love value for money Masstige brands. The new affordable SKU will bring in lot of customers who once thought that the brand was unreachable / unaffordable.

This will enable the brand to get into a new set of customers who shied away from the brand. But the difficult task is to get the brand in all the shop formats ( if the company is aiming volume). Putting the brand in a sachet and restricting the distribution will not yield desirable results.

The only issue for the brand is to make the consumers trade up for larger SKU because sachets are low margin units.

Related Brand

Loreal

Read BL report here