MOSCOW You've seen the TV ad 100 times: Identical garments are generally washed in Brand Name clothes soap and Ordinary laundry soap. And of course, the clothes washed in Brand Name detergent come out shopping better.
The side by section laundry test is one of the older conventions in Western purchaser advertising, dating to the first days of television. Now, some sort of Siberian soap factory has found a means to sabotage the formula.
The actual Angarsk Chemical Factory in Angarsk, Paris, has begun producing and advertising a successful line of laundry cleansing soap called Ordinary detergent. The name and the box the actual soap comes in are a content of the no name laundry detergent used in a multimillion greenback TV advertising campaign by Procter Wager.
"It's a good idea," admits Andrei Bader, spokesman for Procter Gamble in Russia. "In effect, we are paying for their particular advertising."
Angarsk's Ordinary cleaning agent is a good example of the way Russian tactics can undermine Western conventional wisdom.
The Angarsk factory is in south central Siberia, about 2,500 mile after mile from Moscow. About a year ago, the corporation was searching for a Buy Nike Roshe simple nevertheless novel name for a trim rate brand of detergent gets hotter hit on Ordinary.
"It's a great name for ordinary people who in some cases wash their ordinary apparel in their ordinary homes,Inch explains Angarsk commercial director Igor Your. Kuzin.
Kuzin acknowledges the obvious: One benefit with the name is Nike Roshe Run Nz that Procter Gamble has now publicized it in its promotions for the high end Ariel laundry soap.
Procter Gamble is the largest marketer in Russia. So without having to spend a penny, Angarsk acquired a well known in case maligned brand name.
"We can't afford that kind connected with advertising," Kuzin says. "So in the Cheap Supra Vaiders event the name of our brand is required in somebody else's ads, for no reason mind. No matter what context it's used in, it will stick in people's minds."
In essence, what Angarsk is doing is producing a generic product similar to those people found on the bottom shelves of numerous American supermarkets.
And its strategy is legally Timberland Boots Nz impeccable. Procter Gamble won't own the name, and so forth common words cannot be graphics.
Betty Gabbard, a spokeswoman for Procter Gamble at company headquarters in Cincinnati, says that "to the best of each of our knowledge," Angarsk appears to be the very first competitor anywhere in the world to steal a Procter Gamble ad campaign using this method.
Angarsk officials say that Ordinary cleaning agent is selling well but that the main Nike Heels.Co.Nz attraction is the price, not the ads. It costs about 30 cents a pound in Moscow; Procter Gamble's Ariel and Tide makes sell for more than $1.50 a pound.
Andrei Fedotov, director of the Russian Public realtions Co. marketing group, reports Le Pliage Medium that Procter Gamble has got Timberland Womens such a whopping 7,000 min's of national air time and energy to promote Ariel.
But he way too considers the ad campaign much less important to promoting sales than Ordinary's low price. He estimates that this has captured about 20% from the market around Angarsk, but no greater than 1% or 2% nationally.
"The main reason this sells is that it's low-cost," he says. "The second purpose is that it's funny. Whenever something makes you laugh, you may buy it."
Procter Gamble administrators say they too are occupied by Angarsk's marketing tactics. Spokesman Bader insists that among R three main brands cheap Mif, mid range Tide and high end Ariel Ordinary detergent has had a negligible impact.
"At this point in time, we percieve no harm to our product," Bader says. "We have no plans to change our advertising."
He also predicts that Ordinary's percolate may soon burst.
Very last year's ruble devaluation caused several Russian consumers to abandon fancy brand name products. Now that the particular ruble has stabilized and the overall economy is showing the first symptoms of recovery, he thinks quite a few Ordinary buyers may flow up market to Tide as well as Ariel.
But if they don't, at some point the business may start thinking about making adjustments in its TV ads. Instead of comparing Ariel to Ordinary cleaning agent, maybe they'll switch to, express, "Common Oakley Sun Glasses Nz detergent."
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