Answer: Dove (Image: Facebook)
In the brand war between Sebamed, a skincare brand from Germany, and the fast-moving consumer goods (FMCG) major Hindustan Unilever (HUL), the one question on everyone’s mind is whether such a strategy is right?
While in an order dated January 11, the Bombay High Court restrained Sebamed commercial from all mediums, brand experts say that the damage for HUL is already done.
“In this case, HUL is looking real bad because the data seems so damaging to them,” said Sandeep Goyal, Chairman, Mogae Media, a media consulting firm.
If you are wondering what the Sebamed commercial was all about, the ad compares the pH value of various HUL products in the soap category with Sebamed’s soap bar. pH value refers to the acidic level in a product. So, lower pH means the soap is less acidic and better for the skin.
Such type of an ad in advertising terms is called comparative advertising.
“While Sebamed has to discontinue its advertising from now on, the damage is already done and social media conversations will ensure that this battle will continue even if the communication is no longer