Walch body wash naming

Walch body wash has just launched a new TVC, which reminds me to talk about its interesting way of naming. Within its body wash range, each variant is given a number : 300, 500, 600, 800 and 900. To consumers like me, all these numbers are meaningless as they don't tell anything about the smells, the ingredients or the benefits. Such way of naming is unique for toiletry products but it adds complications to communications. In fact, each number carries some nonassociative meanings : 900=健康 , 800=经典 , 600=活力, 500=清爽 and 300=滋润.

Walch is a relatively new brand which has been quite successful up against Dettol (it managed to make its name during SARS). Some people said that it's a Mainland Chinese brand pretending to be German. Looking at the way it brands the products, I tend to believe that.

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