FOGG DEODORANTS
In 2011, HUL’s AXE seemed to have an unbreakable hold in the deodorant market with its chick magnet narrative. Ahmedabad based Vini cosmetics, had just entered the market with Fogg, and wanted to challenge this proposition. How can the team build a challenger brand from scratch?
Thinking Journey
Original Brief
There is no Truly National Indian Perfume. How can we launch one?
Defining Moment
What is “perfume” for an Indian? A deo? What current narrative can we challenge?
The Strategic Intervention
Reposition Competition by Reframing the category.
The Solution Space
Make a shift from perfumes to perfumed deo spray thereby creating a new product category. Break clutter by moving away from the emotional appeal currently dominating the communication space to a more rational tone and treatment. Move up the benefit ladder from owning a number of sprays which are easy to copy and hence not ownable to implying a sense of fairness that appeals to the Indian sub conscious.
