Warner-Lambert campaign may pull trigger against rival

Ratna Bhushan

NEW DELHI, Nov. 28

THE stage is set for yet another war of words within the FMCG industry. This time round, its Warner-Lambert thats taking potshots at Perfetti India, one of its closest rivals.

Warner-Lambert has begun airing a series of television campaigns for its Clorets brand of mouth fresheners, in what is an obvious spoof on the ad campaign which Perfetti airs for its Chlormint brand.

The new Clorets commercial, which went on air a couple of days ago, urges viewers to think fresh. The ads show a pair of cheeky youngsters engaged in informal banter, in a mannerism and backdrop strikingly similar to the pair in the Chlormint film. The twist in the tale occurs when a third character enters the frame with his think fresh wisecrack. The Clorets ad account is handled by Bates Clarion.

While declining to elaborate on the subject, a Warner-Lambert official told Business Line that the current campaign would air two ads in all.

Perfetti, which has been consistently airing a prime-time, five-series electronic campaign for Chlormint, has chosen not to jump the gun. Said Mr A.K. Dhingra, Director - Sales & Marketing, Perfetti India Ltd, We are not reacting to the commercial, and intend to continue with our brands do you still need a reason positioning.

However, according to well-placed industry sources, Perfetti India is likely to consider approaching the Advertising Standards Council of India (ASCI).

Apart from the tone of conversation, even the backdrop against which both Clorets films have been shot are very similar to Chlormints advertising, which may raise Perfettis hackles, said an industry source.

Clorets new advertising is a significant departure from its erstwhile mouth-freshening-when-required tack. Chlormint, meanwhile, has been hammering the point that its a brand meant to be eaten at all times. According to top Perfetti officials, the advertising for Chlormint (in candy, gum and mini capsule form) has played a significant role in notching up brand recall.

Plagued by a 16-per cent excise duty and facing degrowth, the domestic confectionery industry has been tottering at Rs 1,200 crore (excluding chocolates) for the past two years now. ether this is the making of a slugfest between two of the confectionery industrys biggest players in cola-style, remains to be seen.