Brands across segments build on 'no gas' proposition

Brands across categories are leveraging on the 'no gas' proposition currently. Be it a wafer or a deodorant or a soft drink, 'no gas' is the selling point for these products. Ready-to-drink beverage Lipton Ice Tea builds on the same premise as well. Re-introduced into India in 2011 by Hindustan Unilever Limited (HUL) and PepsiCo India, the brand claims that the bottled product has 'no gas', along with 'no artificial flavours' and 'no added colours'. Lipton Ice Tea was initially launched in India in 2004 and withdrawn in a year.

However, we wonder if this claim establishes the product as 'fizz-free' or is an attempt to communicate that the liquid is filled up to the rim of the container and the brand isn't cheating customers by filling lesser bottle space. If either is true, the likes of Parle Agro's Frooti and Coca-Cola's Maaza could also qualify for the same claim.

Vini Cosmetics’ Fogg became the talk of the town during its initial days (2011) with its 'no-gas, more spray' tagline.

Recently, Gujarat-based snack brand Balaji Wafers also built on this proposition, making a 'bina gas wala chips' claim to address the long-standing consumer pain-point, that of their favourite chips companies selling them air.