In a renewed effort aimed at adding value to its teeming consumers, PZ Cussons, makers of Zip, has unveiled a new communication campaign for its improved version.
Speaking at the unveiling held in Lagos recently, the Marketing Director, Family Care, Mrs. Sandy Griffith, said the new communication material was part of steps taken in positioning the newly-improved detergent in the heart of consumers.
She added that the new improved detergent, which contains improved blend of enzymes and advance optic bright system, has been formulated to deliver best washing experience to consumers.
Aside the improvement in formulation, Griffiths said the new Zip detergent, which comes in different variants, was designed and packaged to offer the widest appeal to consumers alike; right from the shelf to the drying lines.
Also speaking, the Regional Marketing Manager, Africa, Mr. Roy Ekwekwe, said the new communication is a representation of the immense benefits contained in the improved version of the product. According to him, the campaign and improvement in formulation bear testimony to the commitment of the company to delivering good washing experience to consumers.
He said; “We are rolling out this communication to let our teeming consumers and the general public understands that it is our responsibility as a business to deliver value that meets their changing need. It is about ensuring that the pride of the family is sustained. The brand is not only committed to delivering good washing experience but also instilling pride to consumers.
“We are quite aware that the consumer needs detergent that penetrate deep, permeate dirt in order to drive whiteness. Based on this, we thought it will nice to give them something that will deliver a tangible function and a higher emotional benefit. That informed the improved formulation and packaging”.
Asked to comment on its competitive edge, Roy said the new fresh look of the product as well as the fragrance offer a unique experience as it tends to promote consumer pride moment. He noted that aside the launch, the company is set to undertake a lot of other consumer engagement platforms to reach out to consumers.
Commenting at the launch, Senior Brand Manager, Fabric Care PZ Cusson, Mr. Biodun Ajiborode, stated that the campaign was focused on raising support for the brand, adding that consumers remain the central focus as far as the changes were concerned.