Hindustan Unilever (HUL) asserted that it would bring adequate action against opponent Sebamed advertising campaign that targeted its soap brands.
“Our brands are best-in-class and deliver fully on the promises…backed by strong tech, science, clinical evidence and decades of expert and consumer-backed testing, enjoying strong brand loyalty. We will take suitable action as we deem fit,” HUL was quoted as saying by CNBC-TV18.
#Advertising | HUL came out with its own ad today after a rival brand talked about the ph level in HUL's LUX soap yesterday. https://t.co/D5eGfUlhz5 pic.twitter.com/1ZqZVloC0G
— CNBC-TV18 (@CNBCTV18Live) January 10, 2021
#Advertising | HUL came out with its own ad today after a rival brand talked about the ph level in HUL's LUX soap yesterday. https://t.co/D5eGfUlhz5 pic.twitter.com/1ZqZVloC0G
— CNBC-TV18 (@CNBCTV18Live) January 10, 2021
HUL moreover reacted with a newspaper advertisement of its own, which claimed dermatologists counted on Dove.
In an advertising crusade for its “cleansing” bar, Sebamed India named HUL’s Pears, Lux, Rin, Santoor, and Dove soaps and said the pH level of its soap was 5.5, lower than that of the opponent’s offerings.
Sebamed contended Dove had a pH level of 7, while that of Pears, Santoor, and Lux was the exact as detergent bar Rin (10).
“The personal care industry has always been conditioned to follow standard beauty practices in order to make it appealing to the consumers. However, when we came across Sebamed and what the brand wanted to convey to its consumers, we decided to communicate the product truth through our campaign, without any silver coating. Striking the right balance between the bandwagon fallacy and authenticity, the brand is building a connection with its consumers through demonstration-based advertising with an honest approach,” The Womb, the agency that conceptualized the crusade, told Exchange4Media.
