Monday, 28 April 2014

Brand Pears

Pears Soap is re-positioning itself. Actually laddering up to benefit based positioning. The previous attribute positioning of innocent 'masoom' skin to more concrete benefit positioning of 'younger looking skin'....

Surely relevant, but is the new brand positioning unique? Is it not sounding Santoor, except that its more premium. Can glycerine and 'dhoop' do all the magic? 

The agency will have to work harder to bring out the differentiation yet maintaining the brand legacy of Pears.

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