As the company positions this brand as "a new-age soap for young India,"

According to a company statement, the existing products are perceived to be for kids
only, with a medicinal fragrance. Cinthol Confidence+ is a complete health soap for
the youth, assuring 99.9 per cent germ protection with an insta-deo fragrance which
provides for a great bathing experience. The campaign has been conceptualised and
created by Creativeland Asia.
http://www.exchange4media.com/57349_cinthol-lathers-up-with-confident-newcampaign.html

This finds illustration in the daring Cinthol

showed when it chose to combine two product
benefits in a single soap. Thus, when convention
dictated that soap should either offer
deodorancy or skin care as a benefit, it chose to
go against the rule by launching a variant that
offered both.Today, Cinthol Deodorant &
Complexion Soap has not just been accepted
by consumers but is also recommended
by doctors.
first three
decades, the brand
monopolised the platform of freedom from
body odour
Cinthol
Deodorant & Complexion soap continues to
operate in the healthy skin category.The soap
offers numerous do-good benefits like total and
complete skin protection.
Cinthol Fresh is a muscular player in the
freshness grouping. The lime variant has an
active lime formula that provides long-lasting
fragrance. A recently launched variant in this
range is Cinthol
Fresh Aqua, a
two-in-one
freshness and
hydration soap
Cinthol
accomplished a
branding
overhaul by
bringing three
variants under
its international
umbrella
Cinthol International Spice, Cinthol International
Lime and Cinthol International Cologne. Shah
Rukh Khan became the brand's new icon. His

personality was
flawlessly
integral to
the brand's
new
platform:
revitalising
and reenergising.
Cinthol Fresh
was the first
popular
segment lime
soap. It was a
runaway
success and
was re-defined
as a family soap with the famous Tan Taaza,
Man Taaza (fresh body, fresh mind) campaign in
2000.
Cinthol Deo Soap, with the tagline Get Ready
Get Close, hit the market in 2004. It addressed
the need for effective body
odour removal through the
unique propositioning of a
deodorant in soap. Cinthol
extended this footprint into
a deodorant talc and spray.
The following year, with the
addition of Cinthol Sport,
the brand had reinforced its
offering, strengthening it
later with Cinthol Deo Musk
in an exotic woody, musky fragrance.
Cinthol has
been the ideal embodiment of the expression
confidence personified.

http://www.superbrandsindia.com/images/brand_pdf/consumer_3rd_edition/Cinthol.p
df
http://books.google.co.in/books?
id=vI9vE7_LJX4C&pg=PT256&lpg=PT256&dq=brand+promise+offered+by+cinthol
&source=bl&ots=Oji6QO_Kz7&sig=enkwvi3L8BQ5mmUOal2ySb5XR0s&hl=en&sa=
X&ei=foRjVMibG8GtuQTs0YDwAQ&ved=0CDoQ6AEwBQ#v=onepage&q=brand
%20promise%20offered%20by%20cinthol&f=false
On how the idea came about, Sajan Raj Kurup, founder and creative chairman, Creativeland Asia, said,
"What was important was to interpret this evocatively. Cinthol is a very passionate brand when you see
someone riding a horse on a beach, its about interpreting something like that for now. So you see a
bunch of young people in crazy places, having a bath and singing at the top of their voices. Yet, we had to
be careful, because it wasnt about being a brand like Mountain Dew and doing stunts. It was about
personifying the freshness that you feel. We wanted to showcase the packaging and make the soap an
integral part of the campaign. It is a bathing commercial and we didnt want to shy away from that. After

putting those parameters down, we decided to get creative. The idea wasnt to be clever, but experiential
and evocative."

The new campaign features a new look for Cinthol and a new slogan. The last ad of Cinthol featured the
slogan " Get Ready Get Close " .
The new slogan for Cinthol is " Don't Stop" . The brand promise is
24 hour confidence &
Long lasting freshness

http://marketingpractice.blogspot.in/2008/03/brand-update-cinthol.html