14-12-2012, 06:17 PM
brand portfolio
brand portfolio.doc (Size: 79.5 KB / Downloads: 23)
Promotion
Lux campaigns have wooed millions of hearts over
the decades. Popularly know as the beauty soap of
film stars, Lux has been an intimate partner of the
brightest stars on the silver screen for decades. An
ode to their beauty, an announcer of their stardom,
advertising campaigns on Lux have featured film
stars across the nation, promising their beauty to
ordinary women.
In Bangladesh, almost all of the beautiful faces in
media from different generations have been
associated with Lux over the years. To name a few
are Doyel, Champa, Suborna Mustafa, Nipa, Shakila
Zafar, Bipasha Hayat, Afsana Mimi, Shomi Kaiser,
Mou, Kushum Shikder and Aupi Karim.
However, this star depended communication was
slowly seen to be losing relevance, as consumers
were beginning to question if the film stars actually
used the brand. Thus, for the first time the film star
was used as a communication device and not as the
main feature of the ad. With the new
communication strategy, the film star is used purely
as a communication device to portray star quality in
every Lux user.
Rural marketing strategies
Over the years Lux has been challenged with the
need to strengthen the brand's performance in
rural areas by taking the brand to the bottom of the
pyramid and to conservative consumers with
appropriate vehicle. To overcome this challenge,
Lux has been carrying out rural activation- taking
Lux directly to the doorstep of media-dark rural
consumers.