MISSION:
Sales goals: Leadership in the edible refined oil segment
Advertising Goals:
Communication task
- Position Sundrop as the healthy oil for healthy people
- Ensure that this did not erode the delivery of the taste benefit.
- Positioning had to be perceptually as far away from Saffola.
- Young, modern and premium feel
- Execution had to be distinct and original to stand out from the clutter
MONEY:
- Stage in PLC: Introductory, therefore relatively large expenditure
- Market share: new product
- Competitors:
Saffola (Safflower oil) also used the health platform but was associated with heart patients and less taste
Flora and Sunola (Sunflower oils)
MESSAGE:
Health was chosen as the platform, along with a supporting claim for taste. People who were healthy and energetic were concerned about the long-term prospects of their health. Thus ‘Health’
- Was related to maintenance of good health
- Was applicable to all members of the family
- Was characterized by lively energetic people
- Thus the message and (positioning): ‘The Healthy Oil for Healthy People’
MEDIA:
Primary media: Television ad 30 seconds.
Print ad
MEASUREMENT:
- Within 6 months, Sundrop became the largest selling refined sunflower oil.
- Redefined the category and expanded the Sunflower oil segment from 2.71% to 23% in 6 months, and 42% in 1997
- Still the largest selling sunflower oil brand holds 15% of branded oil market.
- The ad was shown for over 10 year
