Marketing strategy – How does a brand beat it’s competitor who is quickly gaining market share?
You have to rethink and re-structure the brand and the task was to change the brand’s image from
being an old-fashioned brand to a modern one.
Advertising strategy – All Out the competitor was using humour and in a boring category like
mosquito repellent’s it was breaking the clutter while Goodknight was still using boring celebrity
endorsement ads. By using humour in a different way it connected with consumers and beat All Out.
Advertising creative – These commercials broke the clutter of boring mosquito repellent advertising
that Goodknight was doing. Goodknight is still following this style.
Good Knight
Marketing strategy – How does a brand beat it’s competitor who is quickly gaining market share?
You have to rethink and re-structure the brand and the task was to change the brand’s image from
being an old-fashioned brand to a modern one.
Advertising strategy – All Out the competitor was using humour and in a boring category like
mosquito repellent’s it was breaking the clutter while Goodknight was still using boring celebrity
endorsement ads. By using humour in a different way it connected with consumers and beat All Out.
Advertising creative – These commercials broke the clutter of boring mosquito repellent advertising
that Goodknight was doing. Goodknight is still following this style.
Star Mild
Marketing strategy – A light cigarette brand in Indonesia was advertising as a hard cigarette would
with the theme of ‘Obsession people have about various things’. A brand re-structuring was needed.
Advertising strategy- We used a lighter approach, and used humour keeping the ‘obsession’ idea
going but with a light touch. This gave them a leading position in South East Asia.
Advertising creative – The creative showed the obsession of people in a funny way and took
different kind of obsessions, like a ‘director’ ‘football’ etc. They ran versions of this original campaign
for over 10 years.