Like I said, Cinthol is not going anywhere.

In one of my earlier blogs, I had discussed Godrej’s strategy of changing the positioning of its Cinthol soap for the thir time to “soap for the youth.” As mentioned earlier, Cinthol was introduced in the market in 1952 as the first deodorant “soap for men” and later it was repositioned as a “family soap.” Sometime back, it roped in Hrithik Roshan to again reposition it as a “soap for the youth.” Godrej had also come out with a snazzy high tech type of commercial with Hrithik Roshan to change its positioning. I had stated that this was a bad idea.

Just yesterday, I saw Cinthol’s advertisement on the TV for its buy 2 get 1 free offer and it gave me the impression that the advertisement was not targeted towards the youth but rather targeted towards anyone who would be interested to buy a soap with a discount. The advertisement was not appealing to any youth.

Also, the ad that Cinthol came up with Hrithik Roshan was very high tech and snazzy. The ad that I saw could have been for any run of the mill soap with no brand positioning. Ir seemed that Godrej have probably lost interest in promoting Cinthol soap as the brand for the youth.

If you are a youth, are you buying it? Do you have any information as to what is going on with the brand and its new positioning?

I think I was right when I said that Cinthol is not going anywhere with the new positioning. So what do you guys think? Let me know.

Avinash Narula

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Comments

now cinthol production should be stopped,and instead of it new two in one ayurvedic soap should be launched in the market again featuring HRITIK ROSHAN in the add,where huge amount should pay to hritik for to create body like wwf stars john cena,randy orton ,etc.soap name should be g_E__ F____s_.

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