In the run-up to the winter season, Pond's has brought back its famous jingle ' Googly Woogly Wooksh" in an emotional pitch featuring a grandfather ailing from memory loss and his beloved granddaughter. The ad touches upon an emotional chord in the viewer at the same time cleverly delivers the core message of the brand in a beautiful way. Pond's always communicated its value proposition of " smooth skin".
The popular jingle " Googly Woogly Woosh" was first launched in 2009 campaign was the brand's way of communicating the brand's value proposition of soft skin. The brand used the campaign in multiple ways using celebrities and the like. Later, Pond's began aggressive extensions and no longer the brand was focusing on just cold-creams and skin related products. At one time Pond's even launched men's personal care products. This probably made the jingle out place in the brand's campaigns. I would even say that Pond's was a kind of under-promoted by HUL in the last few years compared to other brands from the company's portfolio.
The new campaign is well executed and again reminds marketers not to discard their proven brand elements just for the sake of change.
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A good jingle gets stuck in your head, that's how you know you didn't go wrong.
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