This season, Slice has come out with another campaign further reinforcing the highly successful positioning of ' Pure Mango Pleasure '. Slice has found a perfect match in the brand ambassador Katrina Kaif 
and the ad agency has extracted maximum from the celebrity.
and the ad agency has extracted maximum from the celebrity.Watch the ad here : Slice
I am not a spoil sport but when the celebrity and the brand gel too much the inevitable question arises as to " What Next". When I raised this question in one of the forums, lot of my ex-students asked me this very important question " Why should you ask What Next ?" . If things are working perfectly fine, why be a cynic ? There will be many other celebrities who will be taking place of Katrina . Frankly I did not have answers for that .
When we look at branding as a long term strategy, it is important to look at all brand associations on a long term perspective. Slice had hit upon a terrific idea of " Pure mango pleasure " and Aamsutra concept. The brand also found a perfect match in Katrina Kaif. There is an intense chemistry between the positioning concept and the celebrity now. It reminds me of the Accenture - Tiger Woods relationship.Accenture consciously built that singular pivotal association with Tiger Woods that landed up in trouble. Now Accenture had to break the earlier association built over a number of years and getting some equally good creative campaign for the brand is not going to be easy.
The lesson is that brands must have a plan to take the concept forward independently. I assume that marketers at Pepsi may have thought about it. Marketers should feel jittery when there is too much association with any celebrity for that matter. Be it Akshay Kumar for Thums Up or Katrina for Slice.
For now, Slice is on a roll. Insiders say that the brand has grown more than 300% in Kerala alone in the last quarter.
Great Going
When we look at branding as a long term strategy, it is important to look at all brand associations on a long term perspective. Slice had hit upon a terrific idea of " Pure mango pleasure " and Aamsutra concept. The brand also found a perfect match in Katrina Kaif. There is an intense chemistry between the positioning concept and the celebrity now. It reminds me of the Accenture - Tiger Woods relationship.Accenture consciously built that singular pivotal association with Tiger Woods that landed up in trouble. Now Accenture had to break the earlier association built over a number of years and getting some equally good creative campaign for the brand is not going to be easy.
The lesson is that brands must have a plan to take the concept forward independently. I assume that marketers at Pepsi may have thought about it. Marketers should feel jittery when there is too much association with any celebrity for that matter. Be it Akshay Kumar for Thums Up or Katrina for Slice.
For now, Slice is on a roll. Insiders say that the brand has grown more than 300% in Kerala alone in the last quarter.
Great Going
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Slice
You are very right about katrina being the perfect match for slice.... but i feel, its a bit too early to ask the "What Next"....
ReplyDeleteKatrina as a star is not somebody who's looking down at the end of her career...she's in the starting of her peaking stage...
And, as far as the Aamsutra campaign goes, its more of the concept than the star that has clicked.. so i think it wont invite much damage even if the celebrity is switched if such a need ever arises...
A Tiger Wood-Accenture Case is a blue moon which cannot be considered a highly weighted factor in celebrity endorsing...
Sajith S
Trivandrum