This is one of the rare incidents when in a single post, I would be discussing the PDA on Twitter by none other than Game of Thrones wala HBO, a rivalry with an expected twist (Burger King and McD), and the Indian Santoor brand with its decades old positioning still intact.
HBO
In the first incident, Adweek has posted a pic about various brands and having lunch. You may notice that it has Netflix but missing HBO. That’s where HBO puts its creative but subtle reply.
Burger King and McD
The twitter rivalry between Burger King and McD is unprecedented. Just follow the two brands and you will see how creative and humorous it is. In fact, Burger King has won in Cannes for its super funny campaigns focused on McD. But this time, kahani me twist tha. McD was running a campaign (Argentina) where it pledged to donate the sales from the day to a fund involved in helping children with cancer. Burger King did not sell its ubiquitous Whopper on the whole day to support McD. So, cleverly it got a hell of free press coverage and praises from everyone.
Santoor
Santoor – a brand which many business students don’t pay much attention or unaware of, has become the 2nd largest selling soap in India (placed between Unilever’s Lifebuoy and Lux). Santoor has focused on only one positioning since last 30 years – to make skin (and the person) look much younger, with two ingredients – Haldi and Chandan. The ads always revolve around a female doing something which is expected from younger females – with a twist at the end when her daughter enters into the ad and calls her mummy, and surprises everyone. The ad completely focuses and drives the point that Santoor makes you look much younger. So, for Santoor this is working even in the age of Generation Z. The learning “It was decoded almost 30 years ago, and we have stayed the course even though many marketing gurus in the interim have told us to change our approach and even drop it entirely.” You can read more here. The latest ad with Varun Dhawan stays the same course.
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