There are very few brands that have been consistent with their commercials—be it the concept, approach or the creative. One such brand is HUL’s Liril. A girl having fun under a waterfall with a Liril soap for company hardly changed during the campaign's 35-year run. After a five-year hiatus, Liril has made a come-back with its trademark campaign.
Watch the ad here:
The new campaign, created by Lowe Lintas was launched on social media last week. Since the product was discontinued in 2009, the first question that comes to mind is what triggered the relaunch. In an exclusive interaction with exchange4media, an HUL spokesperson stated, “The secret to creating new advertising on long existing brands is to stay true to the core elements of what the brand is made of. What people remember even after many years is the original promise – the character, visual appeal, colour and sound. Preferences and formats might change, but the core attributes of any brand stay in the minds of consumers. And relaunching such brands is essentially about going back to its roots.”
With this comeback, and an exclusive teaser launch on digital mediums, it is clear that HUL wants to tap its original audience as well as target a younger audience. “We broke with a teaser campaign, that used the most famous Liril asset – the unforgettable jingle. Led by TV and print, we let the jingle tease people’s memories, setting them up for what was to come. The full campaign follows, with the memorable rendition of the waterfall ad across mediums, from television, to radio and digital avatars. The fresh new pack is in market, with the lemony freshness of the brand prominent on shelves,” said a HUL spokesperson.
“The media mix is being led by TV and print with an additional impetus being planned on digital media,” the spokesperson added.Lowe Lintas & Partners came up with the idea of the Liril Girl in 1974. In all the commercials, the Liril Girl -- from the original model Karen Lunel to actors Pooja Batra, Preity Zinta and Deepika Padukone -- could be seen playing in the water, diving, jumping and swimming under the waterfall. And now, the new campaign, features Brazilian model Anabelle.
While the image of the lime and lemony zest soap brand and its ad may not have faded away, and might have brought back ‘fresh’ memories, its market share definitely took a huge plunge. According to market reports, Liril held a market share of over 14 per cent three decades ago, and now it is less than 2 per cent now, in the Rs 16,000-crore soap category.
When asked how the brand was planning to compete in an already crowded market with aggressive competitors, the spokesperson said, “Even after all these years, when we say Liril, people from all walks of life fondly recall the waterfall, the girl, her spontaneity and energy. They hum the jingle then and there. And these are the roots of Liril. They don’t change. And what we’re doing is paying homage to the Liril that we all know, bringing alive the very same elements that have been part of our popular culture through time. The campaign is a modern rendition of the original ad and is designed to remind and get Liril into the hearts and homes of the consumer.”