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Henkel SPIC relaunches 50 cr brand Mr.White

20-February-2004
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Henkel SPIC relaunches 50 cr brand Mr.White

Henkel SPIC India, a joint venture between Henkel kgaA and Tamilnadu Petroproducts has relaunched its detergent powder Mr.White. The relaunched product has a different formulation, new lingering post wash fragrance and gusset packaging.

Speaking on the relaunch, Satish Kumar, Managing Director, Henkel SPIC, said, “Mr.White has become the number 2 brand in its category and has been steadily growing over the past 5 years. With this strong and powerful relaunch Henkel SPIC plans to garner a market share of 20% in this segment. Consumer research showed substantial improvement in product performance and the new fragrance scored far better than the old fragrance”

The product now has a new image of Mr.White with a grin and a hair-do shaped like a crown. The highlight of the new formulation is captured with the caption “Active Foam Power” in the Cover. Albert Bauer, Germany, has designed the package graphics to present a contemporary image, premium look, better quality and high shelf visibility. A new TVC will be on air to promote the brand by the end of February. The commercial uses a scientist as the main protagonist since research showed that people believe in voices of authority and experience. The company will be promote the brand aggressively through above the line media activities. The annual brand spend of Mr.White is around Rs.10-15 crores. The national market share of Mr.White is about 14% but in the southern markets of AP, Kerela and Tamilnadu where Mr.White is a strong brand the market share amounts to 20% and above. While the other detergent brand from Henkel’s stable, Henko is a premium brand, Mr.White is a mid-range segment brand priced at Rs.42 per kg. The product is also available in one-rupee sachets apart from other packet sizes.

Neem, another brand from the Henkel portfolio was also recently relaunched. Neem is a 75 yr old brand taken over by Henkel Spic from Shaw Wallace in the year 1999. The new Neem Active has improved product formulation to ensure strong teeth and healthy gums. The benefits of the relaunched product include fighting cavity-causing bacteria, enhancing immunity, preventing tartar and plaque build up.

New Neem Active Complete care pack has been designed to give a new contemporary and refreshing look, yet maintaining the traditional values of the brand. The three key ingredients are clearly visualised and the benefits are defined (Neem for protection, Calcium for strengthening gums and Mint for freshening). Neem Active Toothpaste targets all consumers. A New 40g pack has been introduced to gain new users for the brand.

Advertising both in print and TV will support the re-launch. This campaign will be supported by Outdoor and other media-related activities. Further to generate trials extensively sampling is being planned through Regional and National Magazines. The brand spend would be in the tune of 2 crores with West Bengal being the key market.

The new ad campaign tries to diminish the association of Neem with bitterness. The ad runs like this. A young girl sees a smart young boy pick out New Neem Active at a supermarket. She asks him if he knows neem is bitter. The boy smartly asks back if she knows that New Neem Active toothpaste is tasty.

The Henkel brand portfolio also includes international brands like Henko, Pril and Fa besides domestic brands like Margo, Neem Toothpaste, Mr.White, Aramusk, Tuhina, Chek, Limeshot and Brisk.

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