How Vicks rebooted its brand with ‘Touch of Care’ in India

Low Lai Chow

Vicks sought to change the image of its brand and appeal to young consumers in India by rethinking the idea of a traditional family.

Consistency is the hallmark of success for Proctor & Gamble’s iconic billion-dollar cold remedy brand Vicks – the formula of its traditional ointment has remained unchanged throughout its 128-year-old history.

“For a lot of consumers, the thing that comes to your mind is the image of, ‘My mother applying it (Vicks VapoRub) on me when I was young’,” said P&G’s associate marketing director of health care for IMEA, Maithreyi Jagannathan, recently at the Spikes Asia festival in Singapore.

“Very few brands have the luxury of having such a powerful memory being dedicated to the brand,” she continued.

“The...

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