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Knorr adopts tagline, brand ambassador for stronger presence

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | August 06, 2009
The brand attempts a stronger presence in the soup market, of which it claims to own 70 per cent share

Knorr, Unilever's food and beverages brand, is gearing up with a lot of activities for its dry soup mix offering, which it claims enjoys a 70 per cent market share in the soup segment. In an attempt to strengthen its market leader position and make a place in the daily Indian menu, it is launching a campaign across media. For the first time ever, it has launched a tagline for the brand. It has also roped in Bollywood veteran and actor, Kajol, as brand ambassador.

The new tagline - Tummy bhi khush, Mummy bhi khush - by creative agency Lowe Lintas, Mumbai, will soon be popularised through a television commercial scheduled for a launch on August 10.

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Research conducted by the company revealed that mothers were not very comfortable with giving their children a 7 pm snack, which could result in loss of appetite for dinner. Talking about the positioning for the brand, Arun Iyer, group creative director, Lowe, tells afaqs! that Knorr Soups has been positioned as a healthy snack which will not affect the child's hunger for the last meal of the day.

Sidharth Singh, category head, foods, Unilever, says in a press release, "The big strategic thrust for Knorr in this re-launch is to find a role for soups in the daily Indian menu. Therefore, the aim is to leverage the vacant spot between 5-8 pm as the perfect time for a pre-dinner snack.

"Soup is ideal as a snack for its appetizing quality that momentarily satiates one's hunger pang, without ruining dinner appetite. Knorr Soups' promise of flavour filled nutrition does just that. Over the years, Knorr has become a brand synonymous with soups and this campaign aims to strengthen our connection with consumers as well as fortify our market leadership position."

The campaign, an integrated communication programme, will include multi-lingual commercials, out of home (OOH) media tactics, print advertising, experiential sampling sessions and even presence in new media.

Worldwide, Knorr has offerings in soups, bouillons, cubitos, meal kits and pastas. However, in India, it has a presence in only two segments - soup mixes and ready to cook meals.

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