Brand Update : Palmolive Relaunched
Palmolive, one of the oldest brand of soaps in the Indian market has not been able to do justice to its existence. Despite its rich heritage, international pedigree and a strong parent, Palmolive has always remained a fringe player in the highly competitive Indian market. At one point in time, Palmolive had a range of products ranging from soaps to shaving cream. The shaving cream featuring Kapil Deva was a huge hit in those days.
Later, however, the company focus shifted from soaps and Palmolive was sidelined in the marketing front. There were sporadic interests in the brand but all those were
half-hearted ones.
This year, the brand is again making a comeback of sorts. The brand has launched a new range of facial bars with the positioning of being Natural.
The brand is currently running the relaunch campaign.
The company is trying to bring in some freshness to the brand in this relaunch. The brand is relaunched in three variants including charcoal variant.
The brand now has the tagline » Glow Naturally » indicating that Palmolive is trying to bank on the current trend towards natural products.
It is good to see some interest in developing this brand. Palmolive have strong awareness in the market but I feel that there is no strong association with the brand which it can develop. One of the task for Palmolive is to rediscover the source of equity and build on that.
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