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Tips & Toes Print ad Campaign
1. Tips & Toes
Campaign 1997
Launch range of 80 shades
Author: Tagore Berry
Author: Tagore Berry
2. 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 Berry
Author: Tagore Berry
3. 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 colours
including French Manicure, Naturals,
Pinks and Earthen range for the first time
in India
Author: Tagore Berry
Author: Tagore Berry
4. 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 Berry
Author: Tagore Berry