Stop Not : Whatever Happens !

Brand : Stop Not
Company : Perfetti van Melle

Brand Analysis Count : # 505

Perfetti Van Melle ( PVM) the leader in the Indian confectionery market and a master marketer who built brands like Alpenliebe, Centerfresh etc has ventured into Indian snacks market. In its biggest diversification, PVM launched its first brand Stop Not in the Indian market. 

Indian snacks market has been a lucrative market thanks to the impulsive great Indian middleclass. Indian consumers has always pampered themselves with  homemade snacks and marketers lured them to switched to packaged snacks. ET has pegged the Indian snack market at Rs 12000 crore ( source) and Hindu Business line puts a figure of  Rs 3000 crore for the packaged snack market . The market is highly competitive and has seen many brands burning out because of intense competition. 

Stop Not is launched in two formats - Stop Not FOFS - which is a filled snack and Stop Not GOLZ which is in the form of rings.The product is made for India using rice and wheat flour and comes in Indian flavors like Yummy Tomato, Khatti Meethi, Spicy South etc.

The main differentiator for  the brand is its packaging and product attribute of   "filled and not fried ". The packaging really is clutter-breaking and gives lot of visibility to the brand.The packaging can also repel many  consumers. The brand has tried to emulate the packaging strategy adopted by Hippo brand of snacks.

Naturally a product launch from a company like PVM evokes lot of interest among the marketers. Marketing enthusiasts look forwards to some clutter-breaking campaigns from a star marketer like PVM. 

Stop Not brand is currently running its launch campaign for its GOLZ variant.

Watch the ad here : Stop Not Golz

The launch ad is nothing but a complete letdown from PVM. Nothing is new in the ad that will create any meaningful impact for the brand. The concept of " taste to die for " has been raped many times by many brands. Wonder why PVM chose to air such a commoditized idea  as its launch campaign.

Stop Not has chosen the tagline " Whatever Happens " relating to addiction to taste. It is interesting to note that the brand is trying to take the earlier positioning - " No one can eat just one " of Lays. Lays had discarded this position and Stop Not is trying to capture that vacant space. But the creative was a big letdown in this regard . 

The clutter-breaking packaging may induce lot of trials by the consumers but the sad fact is that the brand campaign has failed to create any excitement about the brand. Let us wait and see " What ever that happens " to the brand.

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Brand Update : Mentos needs Mentos

Mentos recently launched a new variant Mentos Watermelon flavor. The brand is currently running a campaign for the new variant. Mentos has been a very interesting brand because of the unique product features and famously humorous campaigns. The tagline " Demaag Ki Batti Jalao " has been one of the most famous taglines in the Indian context .

The new ad somehow was way off the creative standards that the brand had set for itself.The ad features a young man using a watermelon carved as a helmet to evade a traffic police check really tests the common sense of the audience.

Watch the ad here : Mentos Watermelon ad 

The policeman's expression of  " what the hell " sums up the creative execution of the positioning of the brand in this campaign. The protagonist of the ad looks like an idiot wearing that watermelon helmet and the only saving grace being the " yeh Jawani " song.

I used to look forward to Mentos' ads because there was refreshingly new ideas that were being tested in those campaigns. From the campus to the last animated ad, Mentos ads were bang on the positioning of a " refreshing chewy". The current campaign really lacks the standards of the early campaigns.

For a brand like Mentos, each of these ads are important for two reasons - the brand does not have too many campaigns in an year. Typically it is one or two ads. Those ads usually are very good and is often used again and again throughout the year. Second reason is that consumers expect really high quality creatives from this brand which boasts of being a " brilliant " brand. So in this case of watermelon flavor, the agency failed to deliver a quality creative. 

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Brand Update : Alpenliebe is no longer a candy its also an Eclair

Alpenliebe, the flagship candy brand from Perfetti VanMelle (PVM) recently launched Alpenliebe Eclairs.The brand which pioneered candy ( more specifically deposited candy) segment in India is no longer a candy brand.

PVM has been experimenting with Alpenliebe for a while now. Ever since the launch in 1995, the brand saw may product-line extensions and campaigns.

The brand over these years launched lollipops, different flavors of Alpenliebe and also extensions like Creamfills and Mangofillz Alpenliebe. Consumers willingly accepted these variants making Alpenliebe market leader in the segment.

Along with the extensions, PVM extended the equity of the brand to other confectionery segments through secondary associations. The brand launched Chocoliebe in the eclair category drawing equity from Alpenliebe.

The brand also saw some clutter -breaking campaigns in its life so far. The brand was launched with the positioning - Simply Irresistible. The brand used the messages like " Jee Lal Chahe ,Raha na Jaye " and finally to " Lalach Aha Laplap".

The brand then introduced Kajol as the brand ambassador and along with the animated alligator - Mr Munch began promoting Alpenliebe aggressively. In 2010, the brand launched another clutter-breaking campaign which saw Kajol doing a role reversal of sorts. The ad featured a theme where the role of human and monkey were reversed . Kajol took the role of a monkey and Madaari ( master) was a monkey ( detailed plot here)

Watch the campaign here : Role reversal

The latest move of Alpenliebe to launch eclairs was a complete surprise. First thing is that the launch of Alpenliebe eclairs completely changed the character of the brand. The brand now is no longer a candy. In a branding perspective, this is significant. It is just like Horlicks launching noodles. Horlicks no longer is an energy drink. So Alpenliebe has become a brand that endorses many confectionery products including eclairs, sugar filled candy, cream filled candy and lollipops.

Secondly, the brand now competes with Chocoliebe which is the eclair brand from the same company. So higher chance of cannibalization happening for PVM.

Although the core Alpenliebe brand has been consistent with the positioning of " Irresistible Taste", the product-line extensions were having different positioning. For example -

Lollipop has the tagline " Lagay Raho"

Creamfills has the tagline " Kuch Alagh"

Mangofills has the tagline " Mango ka Tinku".

This shows that Alpenliebe is not maintaining a consistency in the core positioning. For an umbrella brand, consistency of core brand message " Simply Irresistible " is vital and this message should run through all the campaigns of the extensions.

Eclairs however has maintained the irresistible taste as the positioning. But the launch campaign is horrible.

Watch it here : Alpenliebe Eclairs

I feel that the ad agency was told to create a funny commercial and they tried and failed miserably. Alpenliebe Eclairs has the tagline " Chocolatey Laila " which I think is a tagline that may not have much life in it.

Having said that, there is a business logic behind the launch of eclairs. Confectionery marketers are faced with the issue of consumer price- fixation. The market is highly price conscious. Candies are now priced at 50 paise and all efforts of marketers to make consumers pay more has failed. Alpenliebe Eclairs is an attempt by PVM to trade-up the pricing ladder. The Rs 1 eclair will add more profitability to Alpenliebe portfolio and eclair is a high growth category in this industry.

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Brand Update : Mentos Becomes a Chewing Gum

Perfetti van Melle ( PVM) has introduced another product line extension for its highly successful brand Mentos. The launch of Mentos into the Rs 600 crore chewing gum market throws in lot of questions regarding the basic logic of this strategy.

Mentos has been a unique brand in the Indian market. The brand carved out a special place of itself through the product characteristics as well as through some very humorous campaigns. Unlike other candies /chocolates, Mentos was a chewy confectionery which blended the properties of candy and chewing gum together. The product had a sweet crest and a gum like inside. The brand was a welcome break for all those consumers who looked for something new. It also appealed to those consumers who disliked the inconvenience of the chewing gum but would like to have something they can devour for a longer period of time.

Mentos was also popular because of its clutter breaking campaigns. The tagline " Dimaag Ki Batti Jala De " was one of best taglines I have seen in the marketing world. The brand also came out with very cool campaigns which made Mentos a very popular brand.

The launch of Mentos Chewing Gum may be in line with the company's global product strategy. In other markets, PVM have a chewing gum extension for this brand. Having said that I am little skeptical about this extension. Primarily because of the issue of cannibalization.

Mentos will compete with PVM's own brands like Center Fresh and Happy Dent. Center Fresh will be the one who will be facing the competition from Mentos. I don't understand the feasibility or the logic of bringing in one more brand into category where another brand is present.

Another aspect which worries me is the possible dilution of the position of Mentos as a chewy confectionery. One of the key differentiator for Mentos was the swallow-able chewy nature and through the launch of a chewing gum invariably dilutes that position. Now a consumer cannot order Mentos and then just eat it. He may have to check whether it is a chewing gum or the original swallow-able Mentos. Otherwise he will be in trouble .

Now what is Mentos ? a swallow-able chewy or a chewing gum or both ??

In the launch of this variant, PVM has done something which was unthinkable - blatantly importing a television commercial and changing the voice-over and putting it in India.

Watch the launch campaign here : Mentos Chinese

PVM was a poster boy of the Indian advertising world because of the creativity it had extracted from the ad agencies. The ads for Mentos, Happy Dent, Chlor Mint were all glorious examples of creativity. But here the company chose the easy way of copying an ad from other market and pasting it in India. I wonder why PVM did such a sub-standard move for a power brand like Mentos.

The ad itself is disgusting . The ad does not create any sort of rapport/connection with the Indian consumers as such. The brand had moved several notch below the established brand image through this campaign.

The launch of Mentos Chewing gum seems a half-hearted effort of PVM to increase the market share of Mentos. The way the product is launched points to the short-termism winning over the long-term brand building strategy which PVM earlier adopted.

I think that the brand owners did not eat Mentos while thinking about this launch. Eat Mentos and " Dimaag Ki Batti Jalao ".

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Brand Update : Alpenliebe

Yet again another subbrand taking a personality on its own. The brand in question is Creamfills Alpenliebe. The brand launched as a subbrand is now famous because of some smart creatives.

Creamfills Alpenliebe was launched in 2006 specifically for the Indian market. The product idea and the brand name was devised in India. The brand became a huge success and is now exported to China , Poland and other countries ( Source).

Creamfills Alpenliebe although a candy is a different product when compared to Alpenliebe. While Alpenliebe is a hard candy, Creamfills comes with a creamy core.

The brand came into limelight with some very smart advertisements. One such campaign I like was the " Daddy Khar Main " ad

Watch the ad here : Creamfills Daddy ad

The ad smartly communicated the core positioning of the brand. Creamfills is positioned as a candy with a " surprise cream core " inside. The ad had the tagline " Kuch Alag Achanak " translated to "Suddenly Something surprising ". The brand uses the " Surprise " angle to convey the creamy core of the product. The ad was a big hit so was the product.

Last year, Creamfills launched another campaign . The ad was one of the best I saw in recent times.

Watch the ad here : Creamfills Lions Ad

Like the earlier ad, the new TVC reinforced the positioning of the brand of the surprise core. The ad seems to be expensive but worth all the money spent on the animation. ( read an interesting story about the tvc here).

What I liked about the ad most is that it is never boring. I have watched it many times but still it is enjoyable and the message is conveyed spot on.This brand is an example of the power of a good idea backed by smart creative execution.

The natural question that comes to my mind is whether Perfetti missed the opportunity to create a new brand rather than launching a sub-brand of Alpenliebe. Creamfills shares most of the brand elements of Alpenliebe like the color of packaging . But the positioning of Creamfills is entirely different from that of Alpenliebe. Although the parent Alpenliebe brand is not going to be significantly affected by this different positioning, I feel that Perfetti could have given Creamfills an independent role rather than being tied up to another brand.

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Brand Update : Chlormint

Chlormint is back in the media space with a new campaign. There are two interesting things about the new campaign.

First is that, the brand has now a celebrity endorser ( infact two !) . Chlormint has signed up Bollywood Actor Salman Khan as the brand ambassador. The new tvc features Salman and his brother Sohail Khan.

Watch the Tvc Here : Chlormint Airplane Ad

The second most important development about this brand is the tagline. The brand has brought back the old famous tagline " Dobara Mat Poochna " . Chlormint had earlier changed the tagline to " Khao Kabhi Bhi ". I had criticized about the unnecessary change in the tagline in my earlier update about the brand. I had argued that the new tagline does not have lasting power and dumping " Dobara Mat Poochna " was a mistake.

The brand has made some changes in the tagline. The new tagline is " Bina Tayaari ke Dobara mat poochna " meaning " Don't Ask with out taking adequate preparation ". It is good that Chlormint decided to bring back the tagline that made this brand famous. It was a beautiful tagline with lot of room for creativity. The tagline also became a much used phrase by the youngsters.

I am little surprised by the brand's move to rope in a celebrity endorser. The question is whether Chlormint really need the support of a brand ambassador ? My personal opinion is that Chlormint have the strength to survive on its own. Any brand ambassador will only dilute the strength of this brand.

One reason for taking a celebrity is the category competitor Orbit taking Deepika as the brand ambassador. May be Chlormint felt threatened by this move.

The new TVC featuring Salman and Sohail is a pathetic one . The agency could have used this duo better. There is nothing funny or remarkable about the new TVC.

The brand could have fared better if it had concentrated on itself rather than on the celebrity.




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Picture courtesy
Tarik Jilai Flickr Photostream

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