SCA – Libero and Tempo
In November 2013 the Indian FMCG market saw a new entrant – SCA, one of the world's largest companies in personal care products. The company’s two brands – Libero and Tempo were unveiled. Libero is a range of baby care products; it comprises of baby diapers, baby wipes and baby toiletries. The second brand is Tempo – a range of hand and face hygiene products. In this post I would like to comment upon the advertising I have seen of these two brands. Libero The Libero launch ad campaign comprised TV commercial, press ads and outdoor (I remember seeing see bus shelters). Libero addresses the concerns of Indian mothers regarding safety for their babies; it claims that its products are made from skin-friendly natural ingredients which are good for baby’s skin and is a natural way to care for the baby. To my mind both the press ad and TV commercial do not communicate the proposition strongly, or let us say the proposition itself is not strong enough because the ‘natural’ claim has been o