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Tu Tu Mein Mein of Detergent brands

The whole world has talked about it already. Yet another occassion, where I delayed in relaying my comments. Could find at least three significant pieces. Here, here and here. Here are my views:

Showing competition is always a relative issue. Unless there is a clear demarcation on why a product is better than another or issued in ‘public interest’ (rather than in the interest of ‘RIN users’), I believe that this kind of brazen communication will only do damage. Almost all cars have done comparisons if not ATL at least on brochures and other BTL campaigns. Almost all financial services do the same. But to take it on national television over a long weekend with a hefty budget is actually stepping over the line. If Darryl Harper was around, he would have ‘no-balled’ RIN out of the playing field.

Comparative advertising has always remained and always will. Leaving professionalism aside, the brand manager’s job is also to find out (almost predict) whether the communication would result in a positive outcome or otherwise.

Not that I am a consumer of the category, but I am yet to figure out who will grow taller – a Horlicks kid OR a Complan Boy. Frankly, I believe in neither now. What happened in the detergents category is yet another saga of Tu Tu Mein Mein.

Having said that, living in these times leaves you with the strange feeling that this could be one more of these publicity stunts. Pretty much like the Shiv Sena Vs SRK types. However, to actually believe that this could be a collusion between HUL and P&G is asking for too much. Do you believe so?

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This entry was posted on Wednesday, March 3rd, 2010 at 3:58 pm and is filed under Advertising, Branding, Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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