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Basilico
Posted By: basilm on 6/23/2005 6:27 AM (CST) 50 Points
hi,

I'm in need ideas for a product re-launch. The target market is women in rural africa where there is a high incidence rate of diahrea. The product is called clorin and it kills all bacteria in contaminated water. We are re-launching it in a new bottle shape. How can I make the launch sophistcated and entertaining to a low literacy audience.

Posted by: E-Marketing* Accepted Answer
6/23/2005 6:43 PM (CST)
What media are you using?
Is humour acceptable? What level of "bathroom humour" is reasonable? How would this fit on a scale of Eurpoean where nearly anything goes to US where they have gone ultra-conservative?

I'd have to think that you'd emphasize urgency. Maybe an image of someone clearly in need of a toilet arriving to find a long line of other people in the same circumstance - with a tag line like "... next time Clorin" and a picture of the bottle.

Or, similarly, a similar image with the universal "No" symbol over top of it (i.e. the red circle with the vertical line) and a picture of the Clorin bottle with a big green check-mark beside it. This would not require any words, and I think that the meaning would be obvious with the right imagery.

You could have a lot of fun with the images depending on how humourous you want to go and local "toilet customs".
 
Posted by: prbypr Accepted Answer
6/24/2005 2:03 AM (CST)
I would be careful with bathroom humor. It might not translate well -- and could cause more confusion.

Instead, I would keep it simple.
For example...

Did you know that water can make you sick?
One drop of Clorin -- and you're safe.

Straight. To the point. I would assume that a rural market isn't going to have money for luxuries. Or perceived luxuries. You may need to get into the trenches and start an educational campaign to spread the word -- perhaps using someone respected by that community.


Good luck!

Patricia
 
Posted by: KAU* Accepted Answer
7/1/2005 1:16 AM (CST)
Have a really easy to recognize symbol. Everyone knows that a circle with a cigarette in the midde and one line diagnol through it means no smoking.

Do something that even illiterate people can understand.
Visual. If they can't understand what it is by a simple picture then your screwed anyways. Yes you should have the name CLORIN on it to indentifie it. But Keep the words to a minimum. Most may not understand the words anyways. Put some on yes. But make sure the picture can be understanded universally. Something symbol that means CLEAN water or ... Healthy or (The Medicine Cross) and a drop of water or ... Well you can brainstorm the ideas. Any symbol that means safe water or some combination. Brainstorm what comes to mind.
 
Posted by: Mushfique Manzoor Accepted Answer
7/6/2005 9:28 AM (CST)
hi there

you can use clay models in making the advertisement where by you show the bacteria as a demon and living in water. one never sees the 'demon' while drinking and once it gets into ones stomach it causes diarrhoea.

now show the Clorin as a white saviour in the shape of your brand and it jumps into water to kill the demon. so anyone drinking that clean water will not get infected.

thats just from top of my head, you can use the same concept in creating various cartoon characters and organize Road-Shows for the rural areas to launch the brand. or you can use them as POS materials. Personally i prefer the Road-shows, given what little you have told us.

hope this helps.

cheers!!
 
Posted by: carrie77 Moderator Response
7/11/2005 7:27 AM (CST)
Hello all. I am closing this question since it's more than 2 weeks old. We do this to reward the contributions of participants in a timely manner + to give increased visibility to the newer questions.

Thanks for participating!
Carrie (Production Editor)
 


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