Media,
Advertising & Marketing Watch in association with
Henkel's
Mr White goes for a makeover
Indiantelevision.com
Team
(23 May 2005
5:00 pm)
MUMBAI: Henkel India Limited has relaunched its Mr White detergent
powder across the country with an enhanced formulation, a fresh
new fragrance and in all-new pack. With the re-launch, the brand
is expected to garner segment share of 15 per cent nationally in
a span of three months.
The main objective is to provide real value to the consumer in
the mid price segment with a differentiated product offering. The
brand relaunch is the result of extensive and continuous research.
Extensive
consumer research and understanding has gone before finalizing formulation
of each of the mix elements. Significant investments have been made
to develop the new mix. The brand now promises the “Power of
2- Lime + Blue”. Lime removes stains and provides a fresh and
lingering fragrance, while blue gives enhanced brightness. This quality
combination would simplify the washing process.
The packaging wears a completely new and
innovative look. The new pack colors are aligned to the product concept
of Lime and Blue with green and blue colors.
This re-launch is supported by an ad campaign
developed by RK Swamy BBDO, which will be aired on leading television
channels across the country. Rajesh Krishnan of Foot-candles Productions
has directed the new ad campaign.
The new Mr White Powder is priced at Rs 39 for the one-kg pack,
Rs 20 for the 500 gm pack and the sachets will be available at Re
1.
Extensive
consumer research and understanding has gone before finalizing formulation
of each of the mix elements. Significant investments have been made
to develop the new mix. The brand now promises the “Power of
2- Lime + Blue”. Lime removes stains and provides a fresh and
lingering fragrance, while blue gives enhanced brightness. This quality
combination would simplify the washing process.