Last month, Cinthol launched its TVC for its latest product Cinthol Deo Stick, a cream-based deodorant. Conceptualised by its agency Creativeland Asia, the well-received ad positioned the product as the saviour in the world of deodorants, with a title 'DeoReborn.' Also, its unique price point (Rs 69) makes it stand apart in the market.
Playing on its price-quotient, Cinthol launched a unique social media activity (by the same agency) on Twitter last week. Titled ‘The Deo Calculator’, the brand under the handle @GodrejCinthol posted a question enquiring about the price of Twitterati’s deodorant. The users’ responses were followed by info-graphics from the brand showcasing the money they save on the purchase of Cinthol Deostick instead.
With no media spends and zero production cost, the activity soon started trending under #Deoreborn and #Deocalculator. On the second day, the brand continued the conversation by setting the average price of a deodorant at Rs 200 and then asked users to suggest interesting products that can be bought with the Rs 131 saved, with the best responses winning prizes.
The activity generated 1.5mn impressions on the first day, with 2443 posts tracked for #DeoCalculator. 169 tweets were posted from the official handle @GodrejCinthol in response to Twitterati.
Sharing his views on the trend, Sunil Kataria, Head, Marketing and Sales, India & SAARC, Godrej Consumer Products said, “Cinthol Deostick is a unique and differentiated product in the deodorizing segment with benefits which address key barriers to adoption in the deodorant category. The unique cream based formula delivers three times longer lasting fragrance, is gentle on skin and is available at a very affordable price point of Rs 69. Youth are the biggest target audience for us and they are perennially short of pocket money. Our intention was to highlight the disruptive price point of the Cinthol Deostick in a fun and engaging manner. It is amazing how social media helps in propagating a meaningful message in the fastest and most impactful manner. We clearly hit a chord with youngsters through the #Deocalculator activity, and were overwhelmed with the quality and quantum of conversations on social media.”