Tuesday, August 17, 2021

Brand Update: Milkybar Attempts Gamification

 Over the last few years, there has been a serious attempt by the milk chocolate brand - Milkybar to chart a new path through activity-based brand engagement. It can be broadly classified as gamification where the game elements are incorporated into the brand and consumption. 

In the earlier campaigns, Milkybar has been focusing on the benefits from its milk ingredient and highlighting the calcium content and the health benefits associated with it. Later there has been a strong focus on bringing in activities through games/puzzles bundled along with the chocolate. This along with celebrity endorsers like Shilpa Shetty is expected to boost the brand's preference. Interestingly, the brand's communication is primarily targeted at the mother rather than the child. The brand has the tagline - Play Eat & Learn.

The brand hopes that the activity bundling will encourage mothers to choose Milkybar over others because of the added benefit ( like children getting smarter !). Milk chocolates are a small segment of the market and it is purely an individualistic choice whether people like this category or not, so marketing makes it much harder since it lacks the universal likeness of ordinary chocolates. The concept of such gamification is good since it engages the consumer ( kids) with the brand beyond just consumption and makes the kid play with the brand longer than usual. It has the potential to create more brand-related outcomes. 

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Tuesday, August 03, 2021

Good Day Toothpaste: Start Your Day with a Good Day!

 Brand: Good Day Toothpaste
Company: Good Day Oral Care

Brand Analysis Count: #612

It takes a lot of guts to launch an FMCG brand in the time of a pandemic like this. In that sense, what a group of entrepreneurs has done in this pandemic by launching a toothpaste brand is indeed very courageous.
Little is known about the brand Good Day Toothpaste. In fact, a google search has not yielded many results. I came to know about the brand from a television advertisement and thought that Brittannia got crazy and launched a brand extension of Good Day biscuits. 
A search indicated that it is not the case and the brand is from Kerala. 
As a marketer, the first question that comes to mind is the brand name. While Good Day is obviously a nice brand name for toothpaste, why should a firm take a famous biscuit brand name from a big business house?
Technically it is possible that the Good Day brand name is available for the toothpaste category but there may be litigation on the use of such a brand name.  Brands like Amul and Lux are indeed used by hosiery marketers overcoming the legal challenges over trademarks.
Having such a brand name is very helpful because of instant recognition and recall and may prompt some initial adoption because it carries a reputed brand name. But those are very short-term advantages.
The brand doesn't talk much about the key differentiators against its competitors like Colgate or Closeup. The ads just talk about the tagline - Start your day with Good Day. 
Good Day toothpaste comes with three variants - Milky White, Herbal and Meswak. 
The brand also is having Xylitol and hence the brand does not contain sugar. That brings a question as to whether other toothpaste brands have sugar? ( Need to check on that). 
The brand may be testing the waters in some test markets, which may be why information is not there on the internet.
However, the toothpaste market is a highly cluttered and competitive market and an ordinary product will not do any good in this market. To launch a brand in such a market needs a lot of guts and let us see how the brand pans out in the future.