Still Kids remained a small brand. Plus, the category of kids soap is yet to register with the consumer. Once the child is two-three years old, the mother bathes it with the family soap. This means competition comes from general soap brands which are often backed by huge adspends. And the advertisers have an unenviable task of reaching out to both the kids and the mother at the same time.
Kids tend to remember the brand names provided the advertising is exciting enough.
The ad portrays germs as villains whom the child has to fight against while bathing. Our research showed that although bathing and playing with water is considered good fun by the child, soap isn't a part of the same fun space. The advertisement has been on air from August this year. Meanwhile Johnson's rival VVF industries is banking lot more on promotional events. It has launched numerous events involving school kids.