ThinkNoLimit Marketing Coaching

Dove, is it a body wash or a shampoo ? You must say it's both. But the point is whether consumers recognize or believe it's both and buy both of its shampoo and body wash. Orginally, Dove was started up as a body wash with a very focused positioning : containing 1/4 moisturising cream. After it has had a foothold in the body wash category, it was extended to shampoo. Here is the problem : as P&G has so many shampoo brands, how does Unilever position Dove shampoo ine the shampoo category ? It's not easy as all P&G's brands of shampoo have already occupied unique positionings and here is the catch : position it in-between Vidal Sasson and Pantene by taking "professional" from Vidal Sassoon and "damage repair" from Pantene. The trouble is the link with Dove body wash is rather weak. Take a look at these two TVCs that are aired concurrently now and you'll know what I mean.

I scratched my head when I looked at this ad, making me lose more hair. A picture is worth a thousand words. What does the key visual tell us ? Straightaway I thought it was talking about stopping hair loss. But when I read the headline and body copies, it is more about promoting hair growth and the USP of the gel is 不易滴漏 . Guess a wrong creative is taken. Let's not take anything that is potentially confusing. Consumers are not that smart after all.

Want women to fall for you ? Use Trichoderm to grow back your hair ! This claim is made by this magical remedy throughout their various ads. Not 肉麻 enough ? There is a latest version. How about this ? Your daughter jumps into the bathroom and says to you "my classmates are in love with you since you have had your hair back !" Interesting, VERY interesting indeed...

I mentioned a Trichoderm ad before. This is another one which is 肉麻但有趣. They sell aspirations and again let's put executional details aside this time and look at the key message that this ad is trying to convey. You hair re-grows, you look young again, women admire you and YOU GET THE GIRLS AT THE BAR ! How about that ? I fancy that very much too. The killing part is that they also attach a promotion : "Trichoderm invites you to a all-you-can-drink party in Lan Kwai Fong". Two thumbs up indeed.

Please don't complain me that I talk too much about hair loss redmedy. I bet that it's a big market. Stress, hormones, the rise of mertosexuality, you name it. Never know whether these things really work but they sell aspirations. Let's put executional details aside this time and look at the key message that this ad is trying to convey. You hair re-grows, you look young again and women admire you and they can't help running their fingers through you big rich hair ! You may say this is over-done. Yes, this is a promise that I also don't believe. 肉麻但有趣

Yes, I pay special attention to hair loss remedy ad. I always wonder whether these things work and one day I'll need to give it a try.... This ad used a male lion to associate with the benefits of a hair loss remedy. It's brilliant, inexpensive to produce and attention grabbing. And as a male audience suffering from hair loss, I'm aspired - to become a male lion again...