Oral care major Colgate-Palmolive (India) has relaunched Colgate Gel as Colgate Fresh Energy Gel. The move is aimed at repositioning the brand on the twin planks of "Freshness" and "Energy". As a company spokesperson pointed out, "Research showed that the key consumer aspiration from usage of gels was `Freshness' and `Energy'."
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MUMBAI
Oral care major Colgate-Palmolive (India) has relaunched Colgate Gel as Colgate Fresh Energy Gel. The move is aimed at repositioning the brand on the twin planks of "Freshness" and "Energy". As a company spokesperson pointed out, "Research showed that the key consumer aspiration from usage of gels was `Freshness' and `Energy'."
To relate the new communication to the customer, a new high octane advertising campaign is ready to hit the media. While earlier the Colgate Gel television commercial talked about "Fresh Breath Energy", the new commercial will stress of the product as "Colgate Fresh Energy Gel". The product has also undergone a change in its packaging to highlight the attributes of "Freshness" and "Energy".
Earlier, the word "Freshness" was only embossed on the packaging in a small-size font. The change in packaging encompasses a new bolder font on the packaging as well as the tube. Says the company spokesperson, ``The company is making its communication strategy more focused and relevant for consumers."
Colgate Fresh Energy Gel will be available in two variants - that of blue and red. And the prices of Colgate gel post the focused communication would also remain the same - that is, Rs 16, Rs 30.50 and Rs 40.50 for 50-gm, 100-gm and 150-gm tubes respectively.
The Colgate-Palmolive initiative comes in the wake of some hectic activities in the gel market unleashed by FMCG major Hindustan Lever, followed closely by SmithKline Beecham. Colgate-Palmolive's gel brand competes with HLL's Close Up and SmithKline Beecham's Aquafresh - both of which are jostling for consumer mindspace with high voltage advertising.
While gels do not contribute significantly to Colgate-Palmolive's turnover -- with flagship brand Colgate Dental Cream comprising about 50 per cent of the company's sales -- the gels market has seen a virtual slugfest post the launch of Aquafresh.
Targeted mainly at the youth, Colgate Gel currently has a market share of about 7 per cent in the Rs 1,000-crore toothpaste market. While overall Colgate leads with a share of around 51 per cent, HLL commands a neat 36 per cent.
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