I had the opportunity to design the brand assets for one of the most prestigious clients, Indian Tobacco Company Ltd. ITC, entered the highly competitive personal care product marketing business in July 2005 to introduce its FMCG personal care products:
Essenza Di Wills brand, which targets the prestige segment of the market,
Fiama Di Wills, which is the premium range, and
Vivel, which targets the mid-segment.
At the Brand's inception,I played a critical role that involved building innovative brand differentiation strategies that would made a significant impact on the business.
The development of the brand's look and feel, were strongly positioned on insights, research and core brand value 'The balance of science and nature. Designs were translated across packaging, print, TV, and press, outdoor and social media platforms and selected during research studies across India and resulted in the most successful design-forward innovative solutions.
As the client’s marketing objectives were framed by a meticulous branding and advertising strategy, with a focus on discovering a unique and distinctive space for the brand to live in and own, the packaging strategy went way beyond redesigning packaging for marketing purposes; it leveraged marketing planning systems that were used to meet the client’s long-term objectives, which resulted in exceeding the expectations of both the client and Law & Kenneth equally.
Results:
According to the Nielsen value market share data sourced from the industry, ITC’s Fiama Di Wills gained 4% share in the shower-gel category to become the second largest brand with a 17% share.
