Wierd extension award: Vicks CHEWING GUM?!

Yup, this is for real. It was not launched on April 1st. Vicks, the P&G owned cough and colds brand, have launched a .... chewing gum.

Vicks for many of us still means VapoRub. The sticky, smelly stuff you rub on your chest and back to unblock your nose. So the idea of Vicks chewing gum is not very appealing. The pharmacist I asked about it had the same first reaction.

You can watch the TV ad here.

Here are a few issues to consider:

1. Trial = brand equity x product power:
Having relevant brand equities can help people try a new product as they trust the brand. But "product power" is also important, if not more so. After all, pianos and motorbikes have little in common, yet Yamaha happily so loads of both of these.

In the Vicks gum case the brand equity advantage is at best neutral. Yes for nose clearing, but ugh! for taste appeal, which is a key part of eating gum. The desription I found on a chemist's website didn't help: "The crunchy white layer contains a high level of arvensis mint that instantly gives you an intense feeling of cool breathing. The smooth blue gum layer contains Vapocrystals". Mmmm...

2. Re-purchase = value proposition vs. competition:
You might buy an extension once, but will you re-buy it regularly? This dends on the value propostion versus existing products = price x product quality. Problem here is that I couldn't find any of the product to try, so I can't comment.

But, what we do know is that Wrigley's already have a big and pretty succesful product in this space: Airwaves.

3. Marketing mix and investment:
And as I covered in an earlier post on the UK launch of Trident gum, Wrigley's are a formidable competitor, especially in terms of the way that dominate the point-of-sale where gum is sold. With the backing of Cadbury's and major investment Trident have managed to take a c.15-20% of UK gum sales. But P&G will struggle to get any visibility in the places gum is sold.

And how much sustained investment will they really put behind this new product? It wasn't even on the brand's website when I checked. It has had some TV and poster support, but for how long?

Net, it seems unlikely to work. But perhaps P&G know something we don't. Its the most data-based consumer goods company on the planet, and they wouldn't launch without a rock solid business case...so, watch this space!

Comments

[Anand]

I used to use a nebuliser with my son about that age and at first he hated it, but they do get used to it after a while. I used to let him hold the mask hliesmf, and while he stuffed it up sometimes in the early days it made him feel like he was a little more in control of things if he could hold the mask over his face hliesmf. After a few months, he was fantastic never had an argument. If he was told it was time for his medicine , he responded immediately and sat calmly for it.

[Lucia]

Speaking as an adult, and an outdoor lover, and a reivllaety experienced camper I think I can give you pretty good advice. Trouble is I will sound like such an old fart saying it. Follow directions.Take what is on the list, no more no less.Be positive if the weather gets icky.Going to the bathroom in the woods isn't as easy as using a toilet but it isn't hard, and it isn't nasty.Keep your feet and your hands clean.Tell your group leader if you get any cuts scrapes or hot spots (beginnings of blisters) or actual blisters and keep them clean.Drink plenty of water and eat the food that is prepared for you. Don't play in the fire.Wear a hat and sunscreen.

[David Taylor (brandgym)]

Thanks for your feedback William. It is a lot of work to keep the posts coming, so its nice to hear that it is appreciated!
:-)

David

[William Chen]

David,
Your blog brings us so many up-to-date 'real' cases and the way of thinking about branding .I love to read. Thanks a lot.

[Nick]

Vicks chewing gum- I agree sounds pretty grim.

My guess is they went through some brand extension thinking on Vicks- "what could we do with this/how far can we go?" stuff and came up with the gum.

then they worked out that they were unlikely to beat the incumbents on "normal" gum values so have confronted the medicinal thing head on, not trying to hide.

i guess the interesting thing will be how big their ambitions are, how much they want to exploit existing channel strength (pharamcies etc) and what the margins are....

for sure this will not be a blind punt, but lots of thought and planning- just curious to see how much internal self convincing vs real opportunity this is....

[trish]

hi David
hope you're doing well. was thinking that you should create a Facebook page to maximize exposure of your blog.
T

[David Taylor (brandgym)]

David,
Thanks for joining the conversation. And for adding "On this one" when you say I'm off the mark ;-)

And you get me on my latest soapbox: thinking business model, not brand equity. You are right about what Vicks stands for. And in theory they could stretch it into gum. Consumers in focus groups might even like it.

BUT, can they build a sustainably profitable business model, going up against the might of Wrigley?

Well, the first "Hit or Miss" candidate for 2009 is in. And it has 1 vote each so far!
David

[David MacGregor]

On this one I think you are off the mark. Vicks' brand refers to alleviating symptoms of cough and cold - relief.

Their brand position is strong in efficacy. Contemporary consumers are used to brand stretch and, in this case, my money is on success.

(And, as you say, P&G are possibly the most effective risk managers in the world of brands.)