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’.
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