Advertiser: Procter & Gamble (P&G)
Brand: Vicks
Agency: Publicis Singapore
Country: India

Objectives

An iconic brand and household name

Vicks is a true success story in India. After entering the market over 50 years ago as a little jar of Vaporub, Vicks became a beloved brand and trusted staple – in the majority of Indian households – for soothing cough and cold suffering for the family.

On the back of this success, it then extended to other segments and quickly rose to become the no.1 cough and cold relief brand in India. For three generations, the brand has been loved and trusted by Indians, and is well known by most.

A complacent leader overdosed on nostalgic goodwill

However, as is common with brands that reach such iconic status and ubiquity, brand building complacency eventually set in. And this was exacerbated by the fact that, with India's rapidly increasing population and steadily improving economy, growth was never an issue for the category, and especially for Vicks, which usually took more than its share as the largest player and as a brand with such strong emotional equity.