tips & toes print ad campaign
Post on 19-Jun-2015
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Author: Tagore BerryAuthor: Tagore Berry
Tips & Toes
Campaign 1997
Launch range of 80 shades
Author: Tagore BerryAuthor: Tagore Berry
Consumer insight
• Women have a better colour recognition sense than men who sell it.
• When it comes to colours women do not want to compromise
• This learning came from seeing women behavior when they are buying blouses to match their sarees – women tend to see colours with very little variations
Author: Tagore BerryAuthor: Tagore Berry
Market Situation 1997
• Lakme the market leader had only around 28 colour shades
• Tips & Toes with 18% market share could afford to offer larger shade range as it covered lesser outlets
• T&T introduces new family of coloursincluding French Manicure, Naturals, Pinks and Earthen range for the first time in India
Author: Tagore BerryAuthor: Tagore Berry
Campaign Execution
• Was at 2 levels
– TVC uses the fun loving aspect of women and
how they like to play with colours
– Magazines used to show the non
compromising women, when it comes to the
clolour she wants
• Both the TVC and print campaigns went to win awards
Author: Tagore BerryAuthor: Tagore Berry
Print Ads
Author: Tagore BerryAuthor: Tagore Berry
Author: Tagore BerryAuthor: Tagore Berry
Author: Tagore BerryAuthor: Tagore Berry
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