The demand for quick and efficient cleaning products, particularly glass cleaning solutions in the Asia-Pacific region has been on the rise for the past two years (source: Nielsen, 2016). A similar trend is witnessed in Pakistan due to the increasing use of glass in households, malls and offices (as separators, tabletops, walls, windows, and even flooring). Recently, Peridot Products aired three TVCs to promote their flagship brand Glint, to capitalise on this growing demand.
Glint, a pioneer in the glass-cleaning category, has become a generic name for glass cleaners. “Glint claims 80 to 85% of the market in the category, with a few imported brands like 3M, Scotch Brite and Invisible Glass and a few me-too brands accounting for the rest,” says Junaid Wasti, Brand Manager, Peridot Products.
The presence of competitors is not a threat to Glint since none of the brands can, at present, compete with Glint’s penetration. The problem, however, is the fact that “consumers pay little attention to the brand name and accept a glass cleaner as long as it is a blue solution in a spray bottle,” Wasti explains.
Until now, Glint had advertised only print; the objective of the recent TVC campaign was to emphasise the quality and convenience Glint offers over traditional glass cleaning methods by highlighting that it ‘makes glass invisible.’ “Glint adds a protective layer on the glass surface; it not only cleans, it protects the glass from scratches,” says Azadar Hussain, GM, Red Communication Arts (Peridot’s agency).
Glint also targets women through different engagements, such as sponsoring Womenza, an event supporting women entrepreneurs. “As a brand, we want to support the success of women entrepreneurs,” says Wasti. Glint is now planning to participate in the Hum Masala Food Festival in November as such events increase the brand’s visibility.
Priced at Rs 230 per 500 ml spray bottle, Glint comes in two fragrances – original (blue) and the newly launched lavender (purple). Imported brands are not able to maintain as competitive a price point, especially because of exchange rates, import duties and transportation costs. Glint has the advantage of being locally manufactured using imported raw materials. Given the affordability factor, Glint is not targeting consumers who rely on newspaper and water and SECs A and B are the primary target. Glint reports a strong presence in the commercial sector and the TVC aims to reinforce that segment while pushing the product into the household market where the use of glass is increasing.
According to Wasti, the use of wood, cement and bricks is reducing and there has been a corresponding increase in the use of glass in residential and commercial buildings. As malls turn into glass towers and homeowners begin to use glass more than ever before, the need to clean and maintain it arises.
The decision to adopt humour was to make the TVCs memorable by not restricting the message only to the functionality aspect. The punch line ‘Meri Nazar Har Cheez Par Hai,’ sums up the brand message that regardless of how observant people are, they are unable to spot glass that has been cleaned with Glint – and walk right into it.
The three commercials were aired simultaneously, each one targeting a different segment. The first features an interview in an office; the second, a bank robbery and the third a saas and bahu discussing furniture arrangements in the house. Hussain believes that the commercials have a believable storyline, and therefore highlight the utility of the product in a humorous way without overpowering.
Peridot say it is too early to gauge response, but that the social media feedback has been positive. “There has been an overwhelming positive impact on sales. However, drawing a conclusion before three months would not be wise,” says Wasti.
In addition to the TVC series, Glint also targets women through different engagements, such as sponsoring Womenza, an event supporting women entrepreneurs. “As a brand, we want to support the success of women entrepreneurs,” says Wasti. Glint is now planning to participate in the Hum Masala Food Festival in November as such events increase the brand’s visibility.
Brand extensions are in the pipeline and a multipurpose kitchen cleaner will be in the market in the next two months and fabric cleaners, bleach, insecticides and neel will be eventually introduced. A recent addition is the Glint Nano cleaner for tablets, LEDs, LCDs, and mobile screens.