Colgate : Adds Mothers' endorsement to the pitch

Colgate, the market leader in the toothpaste segment in India has made a subtle but significant change to the brand's pitch. All through these years, the brand has been pitching itself as the No.1 brand endorsed by dentists.

In its latest campaign, the brand has included mother's endorsement to its tagline. The new tagline is " No.1 brand endorsed by mothers and dentists. This move was warranted by the fact that dentist's endorsement has become commoditized. Every toothpaste brand has now taken up the endorsement of dentists, either explicitly or by showing the main character as a dentist. 

With the main proposition of the brand under threat, Colgate had to move fast to protect its position. And it did that in a smart way by including endorsement by mothers. 

Another major brand development is the plethora of celebrity endorsement that was initiated by the brand in recent times. Now Kareena Kapoor endorses Colgate Activ Salt, Sonam Kapoor for Colgate Whitening, Virdas for Colgate Total , Allu Arjun for Max etc.

In the case of Active Salt variant, Colgate has added lemon as an ingredient. Now Active Salt focuses on whitening  ( removing yellowness) too rather than gum strength.  

Maruti Estilo : RIP ( 2009-2013)

Finally  Estilo is dead. From a sub-brand ( Zen Estilo) to an independent brand and finally to a dead brand, Estilo never had a good run in the Indian market primarily because it tried to step into the iconic place of its predecessor- Maruti Zen.

The fault was not  with the product but with the messy brand experiments and the lack of giving proper positioning of Estilo. The primary error was made when Maruti decided to brand the new car  which replaced Zen as Zen Estilo. While the intention was to keep the Zen brand alive, the main issue was that the new product did not share any commonalities with the outgoing Zen. That created unwanted dissonance in those who expected the same peppy personality of the original Zen.

To be fair to Estilo, the car was spacious and good. But Maruti never was able to give a space for Estilo in its crowded product portfolio. It was to fill the gap between Alto and Wagon- R but was not able to quite do it effectively. Consumers viewed it as a compromise primarily because of the perception. Maruti was also not keen of giving any sort of promotional push to the brand neither was any thought on the positioning of Estilo. 

So when there was an option , consumers stopped looking at Estilo as an option. 

With the death of Estilo, the legacy of Zen has completely ended.

Related Post

Zen RIP ( 1993-2009)

Brand Update : Thru a horrible campaign,Old Spice asks you to be Mantastic

In my marketing communications class, I used to show the globally famous " The man, your man could smell like" campaign featuring the Old Spice man Isaiah Mustafa ( watch here) as an example of a highly successful marketing campaign in 2010. Three years after, in 2013, P&G started showing that advertisement in the Indian market. The disconnect had started.

To my surprise, the brand owner decided to adapt the globally successful campaign to Indian market with Milind Soman taking the place of Isaiah Mustafa. And the outcome was hopeless.

Watch the ad here : Old Spice India ad 1
                               Old Spice India ad 2

I would say that Old Spice has done a horrible job in adapting a global campaign. I am not sure what the agency had in mind when they conceived this campaign ? While the original global ad had a strategy behind it, the Indian brand failed miserably in making any sense and  succeeded killing the brand's whatever image that is left in the Indian consumer's mind. 

There is total confusion in what the brand is aiming to convey and to whom ? While the Old Spice man from original campaign talked to the ladies with his famous " Hello Ladies " opening, the Old Spice Indian man doesn't know what he is talking about and to whom ?  And sadly at the end of it, the brand talks about " attraction " thus falling into the  same language that other brands are talking about. 

When a brand adapts a globally successful campaign, its inevitable that people will compare and its brand and agencies duty to do justice to the original creative. Here in my opinion, the brand fell flat in the adaptation. The ads are neither attractive nor share-able and is desperately trying to be funny which is sad. The new tagline Smell Mantastic is as horrible as the campaign itself. 

 The new campaign had virtually killed the earlier brand image of Old Spice. But instead of creating a new image, this adaptation had put a confused picture of the brand interms of the image. While the 2010 global campaign put Old Spice in a leading position in western market because the ad theme and message connected with the consumer. But thats not the case here. The adapted campaign neither connects nor conveys any message or makes sense. Hope in the subsequent ads, the creatives will do justice to the brand.

What a horrible waste of a good brand !

Nivea Men : It starts with you

Brand : Nivea Men
Company : Beiersdorf

Brand Analysis : 535

Nivea is on a high these days. One of the world's largest skincare brand has decided to up the ante in the highly cluttered Indian market. In the process, the company has rebranded and repositioned its offering for men. 

Nivea had its presence in the men's grooming market with the brand 'Nivea for men' in 2007. The men's range was promoted with the tagline " What men want ". The brand started its serious foray into men's category with an Advanced Whitening range.

This year, the brand has gone for a makeover. Nivea had rebranded its men's range with the new brand name " Nivea Men". Along with the new name is the new positioning. The Nivea Men is positioned on the user .The typical brand user is  profiled as the one who tackles things on their own. The brand has the new tagline " It starts with you ".

Besides the new name and the positioning, Nivea Men has roped in the Bollywood actor Arjun Rampal as the brand ambassador. The brand is on a high decibel campaign featuring the brand ambassador. 

Watch the ad here : Nivea Men deo , Nivea Men Skin care

I like this campaign for two reasons. First is that the brand has resisted itself from taking the " Attraction " route taken my most men's grooming brand. Second is the fit that the brand established between the brand and its celebrity endorser. I feel that Arjun Rampal was used very smartly by the brand . There is a personal touch and authenticity to the message delivered by the celebrity. 

Nivea has been able to convey its message very smartly in the new campaigns. This has been backed by research done by the brand before venturing into the men's category. According to various newsreports, research revealed that 

a. Men are not satisfied with the efficacy of the existing skincare products which are targeting women.

b. Men are also not interested in visiting products displayed in the women's isles in the stores.

c. While grooming is the end result for women, men view grooming as a tool to get what they want in life.

d.84% of men use products borrowed from the women of their life. 

e. Most of the men's grooming issues arise out of excessive oily skin and hyper-pigmentation.

Based on these insights, the brand carefully crafted  the brand's strategy. It adopted a narrative where the brand talked to the men like men do. This is evident from the way the celebrity endorser has conveyed the message through the ads . 

Another good thing the brand did was it clearly and rationally identified the brand's USPs. For example, in the skincare range, the brand talked about darkspots, for deodorant the brand talked about freshness etc.

Nivea has clearly got its communication right this time. It has a convincing message and a right brand ambassador. Nivea is also the only brand in the men's category to have a range of products ranging from skincare to deos which also adds more punch to the brand's visibility in the retail outlets aswellas the scope. 

Good going.

Brand Update : Cadbury rebrands Eclairs to Choclairs

Brand : Cholairs

Company : Cadbury India 

Brand Analysis : # 534

In an interesting move, Cadbury's has rebranded its eclair brand to Choclairs. The brand is now running a TVC communicating this rebranding. Cadbury have two brands in the Eclairs segment - Cadbury Dairy Milk Eclairs and Cadbury Eclairs Rich. 

According to Business Standard, echlair market in India is worth around Rs 1000 crore( 2011statistics) and is witnessing intense competition for share between the players like Nestle, Parle, Cadbury and Perfetti. It is estimated that Cadbury is leading the market with its CDM Eclairs.

What can be the possible logic behind the rebranding of a very well known brand ?

One reason can be to handle the issue of generic nature of the term Eclairs. As I understand, eclairs stands for the special type of candy and is used by all the players in  the market. So when a consumer ask for an eclairs, it is retailer that decides which brand to be given. So by changing the name of CDM Eclairs to Choclairs, Cadbury's expect that problem to subside and with the new TVC the brand is trying to teach the consumer to tell the new name Choclairs.

Watch the TVC here : Candbury Choclairs

Second reason can be to remove the endorsement of Dairy Milk from this category. In my earlier posts on this brand, it may be recalled that Cadbury's had earlier renamed its eclair to Cadbury's Dairy Milk Eclairs .In effect, the eclair was a Product line extension of Dairy Milk brand. Now the brand owners may want to restrict the use of Dairy Milk to the chocolate bar category. So since the endorsement is removed, the eclairs would need an identity and Choclairs has become a new independent brand. 

Third reason can be that Choclairs is the brand which is owned by Cadbury's and is a leading brand in UK and China. Choclairs was created in 1996. So this move can be seen as a global alignment of the brands by Cadbury.

The positioning of Choclairs in India is funny. The new brand's main message is that it will not stick on the teeth. The brand has  the tagline " jo dimag mein chipke, daaton mein nahi "  which translates to " It will stick to your mind and not on teeth ". I wonder why the brand has taken such an attribute in a rebranding exercise. 

It is true that eclairs have a tendency to stick to gum and teeth and may be the brand feels that it may be prompting many consumers away from the category. But as a tagline, I feel that the brand deserves a better treatment.

Related post

Eclairs : Brand Update

Nexcare : Differentiate through creativity

Brand : Nexcare
Company : 3M
Brand Analysis : # 533

Indian wound-care market is dominated by the brand Band-Aid by Johnson & Johnson. This category is created and owned by Band-aid and Band-aid has a generic status in this category. Brands like Dettol had earlier tried to break into this category without much success.

It is in this market that 3M has launched its Nexcare brand. Nexcare has subtly launched itself in the Indian market without much above-the-line promotions. What needs to be appreciated is the traction that Nexcare has got interms of the distribution reach. Nexcare is now very well promoted in most of the medical retail outlets. 

So what makes Nexcare standout from the market-leader ? The main USP of Nexcare is the form-factor and licensed branding. Nexcare has a unique form-factor in the shape of diamond. According to brand's micro-site, the shape provides for a 360 degree protection and makes it more waterproof.The entire packaging of the brand is highlighting the diamond shape to convey the unique form-factor.

Another differentiator is through the launch of  bandages for kids using licensed brands like Barbie, Ben10,Hot Wheels etc. 3M has positioned these bandages as tattoo bandages which instantly appeal to kids. Infact my daughter pestered me into buying  a Barbie tattoo . 

Being waterproof and having a unique shape are not very sustainable brand attributes. Any competitors can copy these attributes. However, Nexcare has effectively placed itself in the market using this USP.Another wise move from 3M is that the brand has not restricted to wound-care but has extended its scope to skincare. Under the skincare range, the brand has launched skin-care pads in its portfolio.