Aug 14, 2008

Mktg - HUL partners with Disney for Packaging Initiative

In a strategic move, FMCG major Hindustan Unilever Ltd (HUL) is partnering with Disney to design packaging strategy for its flagship brand ‘Kissan Jam’ in the processed foods sector. In a bid to woo kids, HUL is using Disney characters such as King Louis, Mougli and Sher Khan on the packaging of its new launch, an ‘easy-to-squeeze’ tube called “Kissan Jam Squeezee”. Incidentally, HUL’s arrangement with Disney is only for the Indian market place. Meanwhile, HUL’s arch rival ITC Foods is planning to launch its brand ‘Kitchens of India Fruit Conserves’ in easy-to-squeeze tubes to pump up volumes. At present, ITC‘s portfolio includes six variants of fruit conserves.

On the company’s new packaging initiative, Siddhartha Singh, category head, processed foods, HUL said: “Our consumer research showed that involving kids in the process of preparing food would encourage them to eat it. The format of having jams in a tube is based on this insight. The launch strengthens the Kissan brand promise to “help moms feed good wholesome food to kids.”

According to Singh, HUL’s new launch is being partnered with Disney. “The packaging is colorful and has the favorite Disney characters such as Baloo and Sher Khan. The partnership with Disney will also be leveraged in bringing interesting marketing initiatives to promote the launch,” he added. HUL’s new launch will be available in both general and modern trade outlets across the country. The packaging and identity has been designed by “DCell” and the advertising has been created by Lowe India.

Increasingly, Indian FMCG majors are opting for packaging initiatives that feature famous cartoon characters to lure kids, according to industry analysts. ”Recognising the pester power of kids, many FMCG majors now opt for innovative packaging designs that feature cartoon characters,” said an analyst based in Mumbai. According to HUL, the company has used similar marketing approach of using popular characters in other categories too.“For example, our oral category recently used Barbie, Pokemon and Superman characters in their packaging for Pepsodent toothpaste for kids,” explained a spokesperson from HUL.

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