Jasravee Chandra is director - brand building, research and innovation, Master Sun, the consulting brand of Adiva L Pvt. Ltd. (She worked on Lifebuoy soap during her Lowe and Partner Worldwide days.) She says that Dettol is strong on germs and harsh on the skin; a dichotomy that trusted brands with a strong brand property etched in consumers’ mind, face. And only well thought through and researched variants are meant to help the brand straddle this.
But, Chandra feels the ‘best of both worlds’ proposition is not easily convincing to all target consumers because they expect a trade-off. Speaking about the 'Dettol Co-Created With Moms' range, she said it's a clever strategy because gentle on the skin is alluded to the removal of ‘extra’ chemicals, suggested by mothers themselves.
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