In 2005, Kareena Kapoor endorsed the chocolate variant of HUL's Lux soap, Chocolate Seduction, which was backed by a titillating ad campaign, while last year, Axe (another HUL brand) launched a chocolate fragrance, Dark Temptation, with an outdoor ad showing girls ripping the wrapping off a chocolate bar.
Moving from 'tempting' to the 'fun' nature of chocolate and targeting a whole new audience group this time, Marico has taken the essence of chocolate into yet another consumer product category and backed it with a playful campaign targeting kids. The company recently launched a chocolate variant of shampoo under its Parachute Advansed Starz brand.
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To introduce the product, an outdoor campaign has been rolled out across Mumbai, Bengaluru and Delhi. Multiple out of home formats have been used, including school bus branding, bus shelters outside schools and residential areas, hoardings outside malls and at busy traffic junctions, and innovative kiosks at key traffic points.
The kiosks' lighting boxes have been designed in such a way that it seems like a chocolate bar's foil covering is being taken off, one kiosk at a time. While one expects to see a chocolate bar and brand name finally, what the passerby actually sees is the creative for the new shampoo, along with the product shot.
Sameer Sathpathy, head, marketing, Marico tells afaqs! that the idea behind this was 'Surprise'. "Kids excitedly expect another chocolate; however, the teaser gradually reveals that it is not a chocolate but the first ever chocolate flavoured shampoo for kids in India."
The creative for the product shows the shampoo bottle splashing into liquid flowing chocolate and milk.
The communication theme for the campaign was that the company was introducing the first ever chocolate and milk shampoo variant which caters to kids' need for fun.
The media mix being employed for Parachute Starz Chocolate Shampoo is television, outdoors, in-store (both general trade and modern trade) and a product reveal on the kid's TV reality show, SaReGaMaPa Li'l Champs.
Creative agency Bartle Bogle Hegarty (BBH) has worked on the account, while media agency Media Circle worked on the campaign.
Unwilling to share campaign costs, Sathpathy simply says, "It's a multiple media, multi-crore campaign."