Financial Daily from THE HINDU group of publications
Thursday, Apr 01, 2004
Financial Daily from THE HINDU group of publications Thursday, Apr 01, 2004 |
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Marketing
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Brands Liril to sport new colour with Orange Fresh Purvita Chatterjee
Mumbai , March 31 THIS summer Hindustan Lever's toilet soap brand Liril is changing its colour yet again - from lime green to orange. The new offering - Liril Orange Fresh - will be pegged on par with its existing Lime Fresh variant at Rs 16 for 75 g. The last time Liril had a new variant was in April 2002, when it launched Icy Cool Mint. HLL changed the lime green colouring, which the original Liril was associated with for a long time, to a new blue Icy Cool Mint variant containing menthol. According to HLL, the spirit of Liril, launched in 1975, has remained unchanged. It is symbolic of the energy and exuberance of youth. Liril is not just a soap but an expression of freedom and freshness. It encourages you "to let your hair down and be your most uninhibited self," is the positioning the soap has taken. Liril's advertising agency, Lowe, is expected to break out with a new commercial for Orange Fresh. Speaking to Business Line, Mr Pranesh Misra, President and COO, Lowe, said, "The new variant will also have the basic proposition of freshness with orange symbolism in the background. It will be promoted with a fresh face and carry an updated jingle to convey the enjoyable freshness associated with the brand. Freshness as a need is also heightened during summer." According to market observers, Liril's shares have been on the decline for a while and HLL has been trying to revive the brand with new variants. With more lime variants in the market, the brand had faced some levels of saturation in the past. However, with its orange fresh variant, HLL expects to open up a new segment under freshness. Adds Mr Misra, "Liril has always been an experiential brand. Through a new orange fragrance, it would be the first brand to address a new freshness need of consumers." Considering both Lime Fresh and Icy Cool Mint already have shower gels, there are plans to introduce the same under its Orange Fresh variant as well.
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