Page 29 - Unlock Sensory Power
P. 29
GERMOLENE & SAVLON
ANTISEPTIC CREAMS
When it comes to life’s cuts This contrasts to Savlon (a pure
and grazes, millions of people white cream with a more subtle
reach for antiseptic creams aroma) which evokes ‘gentle’,
that help protect from ‘soothing’ and ‘healing’.
infection.
Both signatures work because
Two leading brands competing they reinforce distinct
for our attention are positionings, non-consciously.
Germolene and Savlon.
Each product demonstrates how
a sensory signature can reinforce
a compelling brand positioning.
In other words, the precise
physical properties of each
cream directly support the
marketing.
The sensory signature of
Germolene (a thick white and
pink cream with oil of
wintergreen aroma) evokes
functional and emotional
associations akin to ‘powerful’,
‘effective’ and ‘reassuring’.
