Sameer Suneja
Country Head, Perfetti Van Melle India
Repositioning of Happydent has been a really special experience. The brand was possibly launched ahead of its time and was initially positioned almost as a cosmetic product performing a quasi-functional role. The consumer was not willing to accept that a chewing gum could play a role in teeth whitening, and the brand was rejected. The whole exercise of repositioning and relaunching the brand was extremely gratifying, and commercials such as the Photographer Flash film and subsequently the Palace film and associated initiatives did wonders. It is today one of India’s leading gum brands. It reinforces the belief that some really strong consumer insight work translated into a brand strategy when executed well, has a dramatic impact on consumer acceptance, irrespective of the brand’s PLC.
Country Head, Perfetti Van Melle India
Repositioning of Happydent has been a really special experience. The brand was possibly launched ahead of its time and was initially positioned almost as a cosmetic product performing a quasi-functional role. The consumer was not willing to accept that a chewing gum could play a role in teeth whitening, and the brand was rejected. The whole exercise of repositioning and relaunching the brand was extremely gratifying, and commercials such as the Photographer Flash film and subsequently the Palace film and associated initiatives did wonders. It is today one of India’s leading gum brands. It reinforces the belief that some really strong consumer insight work translated into a brand strategy when executed well, has a dramatic impact on consumer acceptance, irrespective of the brand’s PLC.
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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