Company : Mankind Pharma
Brand Analysis Count : 461
It looks like that Indian marketers will make deodorant/body spray - a commodity. The plethora of the new products that is now flooding the market together with horrible brand campaigns took the charm away from this category.
The latest kid on the block is the Addiction brand from Mankind pharma. Mankind was in recent news for the high profile launch of their condom brand Manforce.
Addiction body spray joins the tribe of brands like Fuel, Denver, Wild Stone taking on the market leader Axe directly by copying its positioning. All these brands have the same positioning, same message and some horrible campaigns to spread the message.
Addiction is no better.
For a change, Addiction brand has roped in the actor Neil Nithin Mukesh as the celebrity endorser . The brand is currently running a campaign featuring the celebrity.
Watch the ad here : Addiction Deo
The campaign talks about the same stuff that of the competing brands. The hunk uses the deo, girls fall for the fragrance,chases the hunk, jealous girlfriend desperately tries to prevent other girls from seducing the hunk...
Yuck !
These ads have become disgusting.
Addiction body spray has taken the attribute of " long lasting fragrance " as the main point of differentiation. The differentiation is meaningful and not many deos have concentrated on that attribute. But " long lasting " is too basic an attribute and can be easily copied by the competitor ( if they really care to). But going by the trend , most of the deo/body spray brands rely on occasional bursts of campaigns and seldom focus on longterm brand building campaigns. What the market will witness will be more hunks and more flesh.
Addiction has taken up the tagline " Lasts long, really long " which is a clean copy of the tagline of Amaron batteries. The creatives should have thought of something better for the brand.
Addiction in their campaign has called itself as a body spray rather than a deo. Deodorant and body sprays serve the same purpose of preventing body odor and smelling good. The basic difference is that Deos are used specifically to prevent body odor hence it is applied directly to the odor producing areas like under-arms . Body Sprays are used for its fragrance . (I am not sure whether Addiction brand is a deodorant body spray or just a perfumed body spray).
I wonder whether Indian consumers need another deo brand like Addiction. Having said that , there is a space for a strong competitor for a brand like Axe. None of these challenger brands have lived up to the hype they created. If you go to any supermarket, you will see the difference. Axe lives up to its position of a market leader with strong visibility in the shelves and these competitors are bundled together and kept aside. It is doubtful that any of these deo brands have managed to create a meaningful differentiation strong enough to compete with Axe.
At the same time, Axe is witnessing an erosion of its core positioning and in future will struggle to excite the consumers with its campaigns. It is a fail-fail situation for the brands in this category.
Addiction could have created an impact if it had tried something different from the theme of seduction. Focusing on a higher aspirational attribute like success, confidence, energy, self esteem etc would have helped the brand break the clutter. Rather than taking the path less traveled, Addiction preferred the path taken by other brands - which will eventually lead this brand to grave.
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