Superman deodorants mark our foray in licensing

Personal Care manufacturer Vanesa Care has inked a strategic partnership with Cartoon Network Enterprises (CNE), the licensing and merchandising arm of media conglomerate Turner International India for Superman and Batman branded deodorants. The tie-ups has introduced its first ever ‘DENVER Superman’ Deodorants in two variants - 'Superman Power' and 'Superman Strength' while Batman deodorants will be launched in 2016. Saurabh Gupta, CMO, Vanesa Care talks to Retailer about the positioning of merchandise of both the superheroes and the different set of marketing strategies followed for them.

Talk to us about the deal between Vanesa and Cartoon Network Enterprises.

This deal is purely a licensing deal for India and Vanesa has rights for leading superheroes of Warner Brothers - Superman and Batman, under which Vanesa will be launching deodorants and perfumes, where Denver will be the brand from the category while Superman and Batman will be the personalities which will come from the end of licensor. The products will be co-branded where both brands will co-exist. We are the first one to initiate this kind of a deal.

What convinced you to introduce only Superman branded products initially?

At the moment we have just launched Superman deodorants because we would want to test the market potential. Once that potential is seen, we will launch Batman as well, because launching both brands at a time will make it difficult to analyse their individual potential. Moreover Superman is the most popular superhero globally so we found it ideal for laying product foundation.

How would you define the age groups for Superman and Batman?

Superman is 16 plus and go up till 35, but Batman is a different kind of superhero. From the movies Dark Knight and Dark Knight Rises, one could analyse that the stories are in form of mind game, which mostly attracts more mature audiences who can understand that kind of humour. Moreover, Batman has a personality that goes with a well-read, well-travelled and mature mind. Superman has been the first even Superhero, which acts as its USP, thus giving it a wider consumer base.

From product development per say, how would you differentiate between both the products?             

Batman is mostly in mystery zone, always invisible, and so will his personality. So, the fragrance has to be on slightly spicy side and more mature where it is very subtle. Hence, we have tried to keep the fragrance on milder notes with lingering effect. We feel that there are different personalities among men out there; hence we should address them individually because ultimately fragrance is about our own personality.

What are your marketing strategies for Superman products?

Right now we are doing some promotions but later we will be associating with some sports events and mall activities to promote superman merchandise. We feel that Superman is a brand in itself and does not need a push. All it needs is good visibility, which we are obviously trying to get. Also we have plans to do some co-promotional activities with Warner Brother when the next Superman movie releases. Right from movies to gadgets and house to cars, Batman is all about style and aesthetics. Hence, we will opt for a different set of marketing strategies for Batman, on which we are working. We will be working on some promotional activities before launch of Batman vs. Superman movie.