Neo-Aspilets renamed to Neo-Kiddilets. What the???
I heard a radio commercial this morning (AM radio, i rarely listen to FM) that said "Neo-Aspilets is now Neo-Kiddilets" or something like that (dunno if I got the spelling right). I have no idea what's the market share of Neo-Aspilets compared to the rest of the paracetamol brands for kids (Tempra for kids and Calpol) but I believe this is just a big waste of effort, time and money and that renaming from Aspilets to Kiddilets is a really, really, really bad idea.
As far as I know, nothing bad or controversial happened to the brand. No kids got sick further nor died from taking Neo-Aspilets. So why the rename? Was it a big ego trip of the current brand manager (you have to leave a legacy to the brand you know...)? Or was there really a strong, compelling, valid reason to do it?
How can they just throw away the Aspilets brand? Years and years of branding, milllions of pesos invested... gone, just like that. Now they are back to square one, spending huge, buying lots of airtime, hoping mothers would forget about Neo-Aspilets and instead, think of Neo-Kiddilets whenever their young ones are sick. The problem is, it's now considered a new brand and when you're a new brand - it's a long and difficult way to the top, where Tempra and Calpol are.
Neo-Aspilets still has the brand recall, brand presence and more importantly the market to compete with other kiddie paracetamol products. What it needed was brand revitalization, not brand rename.
posted by Myles Jamito @ 1:48 AM
10 comments
10 Comments:
I felt the same way about Nestle's attempt to erase the Magnolia Ice Cream name and subvert it with its' own. From a business standpoint, I saw no possible upside to this: "Let's Buy a brand that has DECADES of goodwill among multiple generations of Filipinos, and slowly replace it with our own name" (the slow but steady pushing out of the magnolia brand name in it's ice cream packages)
And from a commercial-cultural standpoint (which would make an awesome elective, don't you think?) It disgusted me because it smacked me of commercial-cultural imperialism; seeking to erase regional brands and replace it with one global brand (Nestle rules all! Bow down to Nestle!) that's the only reason I can think of for them to do it, and it makes me sick.
And now we have Nestle reintroducing (at great monetary cost) the Magnolia brand. Who's laughing now, beeyotches??
Uy, your comment is very appropriate. Again thanks for the pints! :) That's multi-national brand bullying for ya! And to think, being a superbrand, they should know how to create and maintain brands. How ironic.
Yeah...and now they're back to square one with the old Magnolia label. Geniuses..tsk, tsk.
my own 2 cents worth... neo aspilets was most probably renamed neokiddilets because of the other aspilets brand which caters to the older market. you see, aspirin (the molecule used in aspilets) is actually being taken by most hypertensives and diabetics. its THE wonder drug for the prevention of heart attack and stroke. ask your neighborhood oldies, they should know... probably to create a clear cut market segmentation, the aspilets brand for kids chose to give way and rebrand as kiddilets.
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there was a valid reason behind the move. it wasn't all about branding it for the kids.
studies show that there's a possibility of developing a certain type of syndrome if children younger than 12 years old take aspirin. they came up with a different medicine that contains paracetamol instead. since it doesnt contain aspirin anymore,they changed the name to neo-kiddielets.
I'm thinking it's because it's no longer has an aspirin content but rather a paracetamol. hence the revision of the name.
using aspirin in young children puts them to the danger of reye's syndrome.
I think they had to discontinue neoaspilet because recent studies have shown that aspirin is harmful to children below 16 years old because they are risk of developing Reye syndrome which can cause brain and liver damage.
Aspilet is aspirin. Kiddilets is paracetamol. That's the difference.
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