Brand Repositioning vs New Enemies0

The latest Synsodyne Television Commercial in the UK shows two important lessons for Marketers…

Lesson 1: Move with Changing Trends and New Consumer Beliefs

For many years children and adults alike enjoyed the pleasure of refreshing, tasty carbonated soft drinks. But times have changed and fears of obesity and dental decay have gone a long way to change the drinking habits of the nation. Back then, the toothpaste companies had clear enemies; those ‘bad for you’ sugary, acidic, fizzy drinks and sweet confectionery. But now, realising the importance of eating more healthily, we’ve changed our dietary habits. Less soft drinks, more fruit juice. Less sweets, more salads…

…And just look how this toothpaste company have quickly repositioned their brand to win against a new enemy: Healthy Foods!

That’s right, the new enemies of your teeth are those good for you ingredients you’ve been thinking you should eat more of. In this particular advert, consumers are cautioned over the acidic fruit juices they’ve switched to, as well as the acidic dressings that accompany those healthy salads they’ve increased consumption of.

I’m not saying these new on trend foods don’t have their problems, but what’s smart here is how Sysodyne have read the changing trend and have built a new proposition based on the changed beliefs of consumers.

Lesson 2: Position Your Brand as The Obvious Solution to Today’s Problems

Having clearly positioned the foods we are trying to eat more of as the enemy, Sensodyne are able to present their Pronamel brand as the solution. Doing this correctly and owning the idea of the new relevant solution to ‘Today’s Problem’ in the mind of consumers has the additional benefit of re-positioning your competitors to look out of date / behind the game as they appear to still be fixing old problems that you the consumer have moved on from.

How Can You Benefit From These Lessons?

So the questions are:

• What is changing in your category?
• What are consumers’ new beliefs?
• And how can you reposition your brand or new launches to be The Top-of-Mind Solution to Today’s Problem?

What is Acid Erosion?

For anyone interested in learning more about what to look out for and how to minimise or prevent Acid Erosion of teeth, you can find out more from Sensodyne at their website.

Positioning and Re-Positioning Brands is at the core of the Healthy Marketing Team’s offer and expertise. To find out how you can join our list of Clients with accelerated brand growth and focused innovation programmes, email sam@healthymarketingteam.com