Brand Update : Cadbury tries to fight Kinder Joy with Dairy Milk Lickables

Cadbury is taking the fight to Ferrero's turf by attacking its best-selling Kinder Joy. Kinder Joy which was launched in 2007 quickly gained acceptance from the young consumers. Kinder Joy is holding 7% market share in the INR 7500 crore Indian organized chocolate market. 

Initially, Cadbury tried to fight Kinder Joy with Gems Surprise. But however ( in my opinion) it failed to get any big traction in the market. 

Recently Modolez launched Lickables as a variant of Dairy Milk. Just like Kinder Joy, the new product comes with a gift inside. The brand is running a campaign featuring aliens for this variant.

 

Now the difference between Kinder Joy and Lickables is the way they have looked at the toys that come free with the chocolate. For Kinder Joy, the toy is the key. It is not something that is given free, more than that, the company takes a lot of efforts in designing various themes and series of collectibles. This focus is often reflected in the quality of the toy that comes with Kinder Joy.

This was not the case with Gems Surprise. The toys were not exciting and not of high quality. If Lickables is trying to follow the story of Gems Surprise, it will not be able to achieve the desirable goal of arresting the growth of Kinder Joy. 

With regard to the campaign, I do not see anything significantly attractive about the ad except that the alien theme resonates with the spaceship looking packaging. Cadbury Dairy Milk Lickable needs a little more than just aliens to catch the attention of the discerning customer. 

Brand Update : Tic Tac moves from Hello to Refreshment

Tic Tac , the mint confectionery brand from the Ferrero group has gone for a new positioning. The brand has changed its positioning from " Conversation Starter " to a " Refreshment that needs to be Shared ".

The brand had gone for a similar repositioning in 2008 when it adopted the tagline " The New Hello ". The brand was then positioned as an " ice-breaker" or " Conversation Starter". The brand after two years is embarking on a new communication route.

Tic Tac is a unique brand. The shape, taste and packaging sets this brand apart from the rest of the mint-based confectionery brand. The brand has also gained good penetration interms of distribution.

The uniqueness of the brand has poised certain positioning issues for the marketer. Since the brand is different from the conventional mint-based products, the positioning should also reflect the uniqueness. Polo is a brand that has used its unique form to its advantage by its positioning based on the " Hole " factor. Tic Tac ideally should have discovered some smart way of communicating its uniqueness. But so far it failed to do so.

Tic Tac so far has not able to find a differentiated communication platform that reflected the uniqueness of the brand. That is the reason why this brand failed to came out with any clutter-breaking campaigns.

The current campaign and the positioning is no better. Infact it is worse than the earlier proposition of " The New Hello ".

Watch the new ad here : Refreshment to be shared

The theme of a group of bored youngsters breaking into ecstatic dance after consuming the product is an idea from pre-historic era. The new positioning based on " Sharing " is also not capturing/communicating anything unique about Tic Tac.

The brand globally had the positioning statement " Its not just a mint. its a Tic Tac " which is a very powerful positioning platform. I wonder why the brand discarded such a powerful statement and settled from something sub-standard ? It has to be mentioned that the brand also adopts the concept of " Sharing a Tic Tac " in the values but it is not the primary talking point. The current global theme for the brand is centered around " Refreshment " but in India , the brand failed to reflect any of the original brand values.

The new campaign and the positioning of Tic Tac is a big letdown. The brand lost its USP of shape, taste and freshness in the current campaign. I think the brand should first talk about why use it and then talk about sharing it.

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