tips & toes duo tones case study (tagore berry)

Author: Tagore Berry

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Tips & Toes

Duo Tones

Product Innovation

How an ice cream can create a

new product…Year 1997


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Background 1997

• After the successful launch of the 80 shades collection the agency under took a consumer research to understand the consumer reaction to the new introduction.

• Certain interesting facts came to light :1. The young affluent adventurous metro women was experimenting with

the new wacky shades and increasing her colour wardrobe.

2. The young conservative women was still sticking to the tried and tested colours, with a few experimenting with safe shades ( i.e. colours close to the ones they were familiar with e.g. Browns a shade lighter or a shade darker )

3. The second group liked the option of colour choices available with the Tips and Toes range, but voiced a concern “ How much can one spend on cosmetics they are expensive and if a colour does not suit -- it goes to waste ”.

4. Nail polish impulse purchase was higher than lipsticks, due to lower price of the product when compared to lipstick.


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Excise rate changes

• Around mid August 97 the government decides to change the excise collection process

• Excise would be charged on the Maximum Retail Price instead of the earlier charged on manufacturing cost.

• Product price likely to go up by 15% due to this revision


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The clients brief

• The brand stands for quality products with value for money equation.

• Address the two issues :1. Increase Tips and Toes lipstick product consumption by inducing

purchase of alternative colours.

2. Help in developing ideas that will make women buy Tips and Toes lipsticks to experiment and get adventurous with their lipstickconsumption.


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Agency brain storms

• Tries to address the problem -

• How do we get the women to experiment with our colour options without making her spend anything extra ?

• Many options were looked at from promotions to special

trail offers at discounts..

• But none of them guaranteed that the consumer would

bite the offer as it involved spending more to get more.


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The break makes the difference…

• The Trikaya Grey team takes an ice cream break goes to Snowman’s ice cream parlour

• Choices available plain vanilla and combination of vanilla with strawberry or chocolate.

• All members opt for combinations.

• A harmless statement by the executive – “See how

greedy we are, no one wants one flavour”

• Stops us to think - all wanted the taste of both flavours without paying anything extra. BINGO !!!

• Can we give two colours in the same lipstick so that a consumer sees a value addition at no extra cost ?


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Agency Excited…

• Agency sketches a crude prototype of a lipstick with two colours.

• Client likes the concept, refines the design and within 15 days delivers the

first samples.

• Client develops 16 new colour combinations for the new product

launch.


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Advertising development

• Target Audience --

• Young women in the age group of 16 -24 yrs who are confident and aware about their looks and presentation.

• She would dress with the times and spend money on getting the latest fashions in clothes.

• She would be either living of her pocket money, or of small earnings she makes working part time as a hostess or sales girl

• She is a smart shopper who would dress like her rich friend, butwould pick it up, not at a boutique, but a friendly next door store or at fashion street where she gets value for money deals.

• She would regularly visit the makeup counters to keep in touch with the latest happenings and would pickup something new that gives her value for money.


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Communication strategy

• Promote the concept benefit so as to avoid

falling into a new fad trap.

• Show product usage/versatility of the concept

and how it fits their lifestyle.

• Avoid the price advantage - let the consumer

perceive it i.e. two colours at the price of one

lipstick.


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Consumer Insight

• Women have a dual personality i.e.

– They are a sister/daughter/mother side

– They also have a naughty side of girlfriend/lover/rebel

• Duo Tones gave us an opportunity to make the

product relevant to the different shades of a

women.

• There by helping to make a better connect and

product relevance in a women's life


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Creative Execution

• The new Tips and Toes Duo Tones ad

campaign shows how the option of two colours

in a single lipstick can add excitement in

dressing up for different occasions/moods

without having to use different lipsticks.

• The creative developed show real different slice

of life situations and how Tips and Toes Duo

Tones doubles the fun in looking right for the

occasion without any fuss.


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Results

• Tips and Toes launched the Duo Tones in Mumbai in end October ‘97 and planned to go national in December ‘97.

• But the response to just one ad released and the P. R. activities undertaken generated an overwhelming consumer demand, forcing the clients to delay the national launch.


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Tips and Toes Trikaya Grey Team

• Creative Team - Ronnie Wadia Creative Director, Tushar Wadwalkar Creative Grouphead Art, Sean

Colaco Sr. Copy Writer

• Client Servicing - Tagore Berry Director Client Services,

Farha Ahmad Sr. Account Executive

tips & toes duo tones case study (tagore berry)

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