Clinic is the popular shampoo brand from HUL for primarily the men. The key positioning of the brand revolves around the theme of anti-dandruff. Clinic has two main sub-brands under it:
Clinic Plus: Launched in 1987, it is for the ‘Striving’ or mass-segment. It promises to offer five-fold benefits: strengthens weak hair, prevents hair breakage, softens rough dry hair, shine for thick and healthy hair, and contains anti-dandruff ingredient. Normal Indian family being the target segment ads of this brand shows people in common day situations having great hair by using the brand. To change the typical Indian mindset of using Shampoo only once or twice in a week and to promote use of shampoo – latest Clinic ads focus on using shampoo every day.
Clinic All Clear: Launched in 1996, it is for the ‘Affluent’ or class-segment. It is positioned as ‘dandruff solution for everyday use’. The two key benefits that this brand promises are: no dandruff and less hair fall. The target segment of the brand being the premium class – to project that premium image the brand ads uses celebrities like Shaheed Kapoor, John Abraham and Bipasha Basu solving their hair problem using Clinic All Clear. One variant of this brand ‘Ice Cool’ provides the added benefit of cool feeling. Similar to Sunsilk – this brand has also lately tried its hand at online viral marketing to engage users through its website using the contest named ‘Make Your Own Movie Challenge’.
Of late Unilever wants to have an uniform brand image for its anti-dandruff shampoo across the world. As a result, they ran a transition campaign to slowly convert Clinic All Clear to just Clear. Clear is the international Unilever shampoo brand. For this transition first they made the ‘Clear’ part in ‘Clinic All Clear’ prominent and then slowly removing the Clinic name to settle for just CLEAR.