Friday 22 May 2009

Value, Value and more Value

I came across this new 7 minute ad for Lux shampoo featuring Catherine Zeta Jones, this morning and thought it was a bit extravagant. The Unilever brand has launched the mini film in order to improve its market position in China and Japan.



I believe the brands strategy is very good, as it is doing something remarkable and creating content that people can discuss. The ad also helps re-inforce the premium values of the product creating a justified level of superiority for the product over its competition.

In the current climate, consumers are looking for value from brands so therefore brands need to make it easy for consumers to identify where the value lies. Lux's strategy shows the consumer that the value they get from the shampoo is the premium rich nature of the product. However, I do wonder whether the execution could of been done cheaper achieving the same results, whilst at the same time, creating better value for Unilever, something which is a consideration for agencies looking to retain as much business as possible.