Colgate unveils gel variant with red stripe
Dental care major Colgate is trying to give more teeth to its business. It has come out with yet another variant of Colgate Gel -- with red stripe. Colgate had launched Green Stripe a few months ago as a long overdue brand extension. The Red Stripe launch comes fresh with a new advertising campaign for Colgate Gel. The new television and radio campaign has a new catch line saying. "Colgate Gel.....keeps you going on and on and on." Guess, Colgate is finally getting on with keeping rival HLL at bay.
Fosters sponsors Australian cricket tour:
More cricket, more beer. At least that is what Australia's famous beer-brand Foster's is aiming at by sponsoring the 1998 India tour of the Australian cricket team. Foster's is one of the top three beer brands in the world and is planning a summer launch in the country. Sure enough, it has found cricket a great marketing opportunity in India to whip up pre-launch brand awareness. Foster's, which is to be brewedlocally at Aurangabad is hoping to strike a good match with cricket. Move over, Pepsi and Coke.
Now, hear a book:
If you don't have time to read good books, then hear them! Tara Booktronics is busy promoting audio books and magazines-on-tape. Simply put, the company has audio tapes where books are read out by either the author or by a professional reader. Most audio books come in a set of two cassettes and cost anything between Rs 400 and Rs 1,000 per set. The range of books is wide including titles like Building Business with Arthur Andersen's global best practices to Diana, Queen of Hearts, an audio tribute. Magazines-on-tape would cost you at least Rs 200 and could teach you golf or give you health tips. The company is positioning its products to frequent travellers and people who would like to combine other chores like gardening and cooking, while using a book. Are you listening.
Quantas to cash in on Australian tour to India:
Hinging on cricket is yet another Australian major, Quantas.The Australian airline is the chief sponsor of the Mumbai matches between the Australian and Indian teams and has thrown in a series of contests and prizes to draw the crowds. Quantas is also using this opportunity to announce an extended flight schedule from India by adding its 5th and 6th weekly services to Sydney. Quantas had relaunched its India operations recently and was routing its flights via Singapore to get maximum traffic.
Benson & Hedges campaign:
Turn to gold...Benson & Hedges' (B&H) high-profile campaign has been puffed up by the actual launch of B&H variants in the country courtesy ITC. The legal entry of the company's cigarettes also includes the launch of B&H Lights, a white filter tipped variant, for the first time in the world. Both variants are being priced at Rs 50 for a pack of 20 sticks and have begun the national roll out from Mumbai. ITC, which is manufacturing and marketing the product, is planning to use it existing distribution network of over 5000 outlets in the city inaddition to premium establishments like pubs, hotels and restaurants.
Copyright © 1998 Indian Express Newspapers (Bombay) Ltd.
