Extending the brand
The advertising genius of the VVR brand was extended to other Vicks products as well. Vicks Cough Drop’s “Khich Khich” campaign by O&M was one of the most memorable and longest running TV campaigns in India. The advertisement effectively used humor to convey the feeling of care along with providing therapeutic relief. Khich Khich soon became a household name and the jingle, “vicks ki goli lo khitch khitch door karo” was successful in generating a high brand recall. Then, there was also the Vicks Action 500 (VA500) caplet, which was launched at a time when there were no cold tablets in the market.The sound byte “Haan bhai haan” became so popular and synonymous with VA500 that it was used in most marketing initiatives till about 2005. Vicks recently ventured into the cough syrup market with its Formula 44. Once again, the target audience for Vicks Formula 44 has been the mother, caring for children suffering from cold.
In August 2000, P&G re-launched Vicks Action 500+ in a new ‘True Blue Packaging’. This was in line with the new global packaging colours used for the Vicks range worldwide. The distinct blue colour and the brand name appearing throughout the new Glassine Poly pack enabled consumers to easily identify and buy the product. The unique shape of the cough drops and the caplet helped clearly communicate the message of benefit to the consumers and works wonderfully to increase brand recall. Today, Vicks enjoys eminent market equity. The premium attached to the brand is unprecedented and next to none in the category. The company has taken the concept of umbrella branding to a new level, thereby emerging as a market leader. If advertising is the greatest art form of the twentieth century then the Vicks ad campaigns are no less than a Van Gogh.