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Samsung Refrigerators comes up with another 'fresh' positioning

By Biprorshee Das , afaqs!, Mumbai | In Advertising | April 22, 2010
Continuing to focus on freshness, Samsung is now using the thought of 'Frrrunch' to position itself with a promise to keep vegetables fresh and crunchy in an attempt to make the positioning younger and livelier for its target audience

Samsung is going all out to drive home the positioning of the brand. Close on the heels of unveiling its new corporate tagline, Turn on tomorrow, Samsung Refrigerators has been repositioned with the thought 'Frrrunch', continuing its focus on freshness.

Frrrunch, a marriage of the words 'fresh' and 'crunchy', is the new umbrella campaign that shall be used across Samsung's three categories of refrigerators - single door, double door and side by side. Each category will have one key feature that will help keep food fresh for long.

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In its new television commercial, the brand introduces the new feature of Unique Moisture Control (available in select models) in its refrigerators, which retains moisture and keeps fruits and vegetables fresh in the 'Frrrunch Box'.

The commercial, created by Cheil Worldwide, shows a family enjoying fresh fruits stored in the Samsung refrigerator as the new feature is showcased.

The film has been directed by Shoojit Sircar of Rising Sun Films. Vedobroto Roy, creative director, Cheil Worldwide is the copywriter.

Talking to afaqs!, Roy, who is the creative head on the account, says, "Every refrigerator talks about keeping food (namely fruits and vegetables) fresh. With Frrrrunch, we gave it a measure to quantify. It is a promise to keep fruits and vegetables 'FResh' and 'crUNCHy'. In fact, that natural freshness can be felt with the first bite."

Freshness has always been the positioning platform for Samsung refrigerators, which has earlier used concepts such as 'Bio Fresh', 'Silver Fresh', 'Fresh Tech' and 'Fresh Tech Ultima', each attributing to a unique technical feature in the product.

The new positioning moves away from technical grounds to something that the consumer can readily relate to.

"The new feature needed to be communicated to the consumer in a concept. With Frrrunch, we have tried to consolidate our freshness platform. Freshness is an open area and a lot of competing brands are building on similar concepts. We wanted Cheil to communicate the idea with a younger and livelier feel," says Apurva Kumar Gupta, deputy general manager (home appliances), product marketing, Samsung India.

"It is about relating to the consumers and them understanding Samsung better," adds Gaurav Tikoo, manager (home appliances), marketing and communications, Samsung India.

The campaign, which kick started earlier this month, is being led by television, with the commercial being aired particularly during the ongoing Indian Premier League matches. Beyond the IPL, the commercial is also being aired across news channels, movies and entertainment channels and kids' channels as well.

A radio campaign is on air across eight major cities in the country, while advertorials will be seen across magazines, particularly those which cater to women.

On the digital platform, Samsung has tied up with portals such as Yahoo! and Sify and posted sponsored links on Google. An interactive micro site has also been designed for the campaign, wherein users can create and download musical sounds around the thought of crunchiness.

As a part of the planned on ground activities, Gupta adds that 'Frrrunch Zones', showcasing the brand's concept, will be introduced on shop floors.

BTL (below-the-line) and outdoor promotions will gain ground later in May, with television and radio leading the campaign for now.

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