Brand Vicks has been the brand leader of it’s industry since times unknown. The recent DVC of Vicks which beautifully communicated a strong message has once again made eyes roll towards the brand Vicks, owing to it’s wonderful digital marketing strategy. Although the product needs no special introduction to any generation of today, Vicks has succeeded in winning hearts with the new campaign. Here is a brief case study on the journey of Vicks:
During the pre-digital era:
Pre-digital era was the time when TV and newspapers were the major sources of communication (intact advertising). Those were the times when radio slowly was sweeping out of the branding market. Although Vicks was the market leader since it’s beginning, this period saw a bit dip in market share due to increased number of competitors. It was then that the Kich-Kich ads started rolling out.
The ‘Khich-khich’ suggestion for Vicks Cough Drops (VCD) has been around since the mid 80’s. The publicizing for the brand has been basically about portraying an enlivened figure, the ‘Khich-khich’, stuck in the throat, giving inconvenience. One of the most punctual ads in the arrangement, with performer Jayant Kriplani and the vivified ‘Khich-khich’ still appreciates solid review. The Khich-khich animal keeps on remaining.
The brand identity created helped Vicks rise back to take back it’s 85% market share within no time!
During the initial digital Era:
With digitalisation, the quality of animation and effects in television were also improved. Like wise, Vicks worked on improvement of it’s market with introduction of various new’Vicks’ products. Even the advertisements improved likewise with 2 major communication angles. First one being an improved and well animated Khich Khich ad : https://youtu.be/BGzT7Kwa8iA
and the being the communication for all other products..focusing on care. Which the Khich khich style was funny and technically well-received, the other communication was well received by the people.
Yet the ‘Khich-Khich’ was still a term familiar to every Indian home.
In India, Ads are least cared about on social media unless they are incredibly wonderful or enacted by their favourite celebrities. Although Vicks continues their ads on social media with Viral Kohli as brand ambassador, their branding became stronger only with the ‘clear your voice’ ads that were to the point, subtle and message-oriented. Here are a few of these ads:
There was also a humour element added to the same thought :
These ads went very well on TV and were also good enough on the digital platforms. The short span and Virat Kohli’s presence were an added advantage to the digital branding of Vicks.
And finally now:
All these on one side, the latest release of Vicks will definitely be a milestone that will be remembered for ever. Here is the link to the DVC released recently:
A clear thought of #TouchOfCare which has always been their brand communication was added to a message that is louder and more clear. While various brands focus on bringing irrelevant messages on DVCs just to make the video viral, Vicks has been quite subtle and totally relevant in making both the branding and the message clear.
Vicks which has had quite a long journey on the Indian market has always stayed a leader both in marketing and in the market. Vicks currently holds a market of upto Rs 300 crores per year. It is good step from this brand to prefer a social message. Hope more brands take this as a digital marketing lesson and follow the path!