How do today’s consumers ‘discount’ advertising claims?
by Rajeev Badve
May 28, 2009
I must confess I don’t know what to make of a Dettol soap TV commercial.
In the commercial, which has been on air on some Indian television channels for about six months now, a kid wins the highest attendance award in a school function. Thanks to Dettol, of course.
Do mothers actually believe this claim?
Or do they say,” Dettol certainly can’t prevent my child from falling sick or missing school. All it can do is kill some germs, and in that respect, it’s better than some other soaps.”
So do they ‘discount’ the soap’s claims, but buy it anyway?
Why else would Dettol keep airing this commercial?
Any answers?
Tags: believability, Dettol, tall claims
June 29th, 2009 at 9:25 am
Look at it this way. The cost of civilization has cost us our ability to believe the ‘word’ of someone we dont know. We need a proof for everything.
Now recall that Margo add. Not the Rani Mukherjee one, but the one before that, which had a grand mom extolling the virtues of neem as a natural cleanser. Now, that add was believable, till we had leading ladies of bollywood in half full water tubs, promising us that Lux was the best.
There are people, who have grown up with Dettol being a super important part of their growing up life (thanks to the lack of IPods and Wii Consoles back then), who see Dettol has the ultimate handy anti septic. Dettol is simply leveraging this belief.
June 29th, 2009 at 1:19 pm
why is there no ‘Home’ tab/link on this blog?
July 5th, 2009 at 5:16 pm
Yes, Ketan, you are right. ” There are people who have grown up with Dettol.”
That’s precisely why the brand should make responsible, believable claims.
Can Dettol “leverage” consumer loyalty by making tall claims?
July 7th, 2009 at 4:06 pm
Rajiv,
Dettol as a brand is way too mature. Its not like someone needs to be convinced about Dettol’s efficacy. The specific ad you refer too is only a reinforcement.
the actual selling has been done over the last 50 years or so.
July 9th, 2009 at 8:10 pm
Ketan,
If as you say,”It’s not like someone needs to be convinced about Dettol’s efficacy”, why should the brand resort to silly or tall claims?
July 10th, 2009 at 9:50 am
Like i said..it is reinforcement.
Savlon came, and Savlon went. It was a huge hit when it was launched, highlighting its “Doesnt burn” usp. Where is it now? Out of sight is out of mind…and that is the trap Dettol is avoiding.
July 14th, 2009 at 11:32 am
As far I remember, the ad which is being talked about was firstly launched in 2002. I agree to Mr. Ketan, the ad is just an reinforcement..the actual selling has been done long back.. the ad jst adds as an recall value in consumers mind. But I feel, consumer do get swayed away with such ads, since it talks about their kids safety.
Now there is one more unbeleivable as: The hamam commercial. The ad starts with ‘Mom sending her daughter to buy a sop. Then she follows her till the shop for not telling her the name of the soap. In the meanwhile thousand’s of thoughts come in the Mum’s mind- daughter having rashes, people laugh at her, losing her Self Confidence..etc.
What I am tring to say is, the ad was not trying to say anything. There was no message in it..no usp’s highlighted..
Comparing these 2 ads, I feel dettol ad has some sense..atleast it highlights the brand’s feature.