Nature Protect : Harness the super power of nature

Brand: Nature Protect
Company: Hindustan Unilever
Brand Analysis Count: #601

After a long time, the market is witnessing a brand launch from HUL. So far, HUL has been playing around with its existing power-brands through brand and line extensions. However, HUL is facing this pandemic rather aggressively with a new brand- Nature Protect. 

The COVID-19 pandemic had a different kind of effect on businesses. While most businesses faced a serious existential crisis, some category showed strength and resilience. One category which had the most advantage during the pandemic was products related to hygiene. Hygiene products raced to take advantage of consumer fear and products were tagged with germ-killing propositions across product-ranges. 

HUL found this time to be ripe for a product launch. Nature Protect, as the brand name suggests, is in the "natural" space of the market. The brand is in the hygiene category with products such as surface disinfectants, sanitizer wipes, vegetable wash etc. 

The basic promise of Nature Protect is its natural ingredients and the USP is the neem content. Nature Protect is heavily banking on the efficacy of the neem ingredient as the selling point. While HUL has similar natural/ayurvedic brand like Ayush, that brand has not taken off as expected. Ayush is now pitched as a fighter brand against Patanjali and the likes. Nature Protect is expected to boost HUL's brand portfolio in the naturals space where there are strong consumer interest and future potential. 

Another advantage of having a natural-based brand is the Unilever's fight with Dettol dominated hygiene category of disinfectants and related products. So far, Unilever has not been able to fight Dettol which is slowly expanding its product range. Lifebuoy is fighting it in multiple categories and Nature Protect is expected to open another flank in the fight for supremacy in this category. 

Nature Protect will help HUL to further expand the hygiene category especially appealing to consumers who are worried about chemical-based hygiene products. Right now, the HUL has been covering the hygiene market with brand extensions and now it has created a focal brand for all products in this category. That gives a lot of freedom for the brand managers to explore new emerging categories like vegetable-wash, laundry sanitizer, sanitizer wipes etc. 

The launch ad ( in my opinion) is a disappointment for such a high-profile launch. There is a trend of using kids in all things related to germs. Nothing worthwhile in the ad to write about. The brand name in a typical textbook-style conveys the brand promise. The USP of neem ingredient is relevant but can be copied by the competitor and thus negate the point-of-difference. 

Although HUL is known for its marketing finesse, it has a tendency to abandon their brands after the initial hype. Hope that will not happen with Nature Protect.