COPYWRITING

NEW RIN AD COPIES

SUBMITTED TO: SIR FAISAL SHEIKH

SUBMMITTED BY:
SHEEZA ISHTIAQ
MARIA MOHAMMED
 Table of Contents
Background of RIN .............................................................................................. 3
Company Profile ................................................................................................................ 3
Executive Summary ............................................................................................ 3
Initial launch of Ad copy ..................................................................................... 4
Identify discrepancies of all mediums wherever they have promoted ................................. 4
Initial launch Ad copies ....................................................................................... 4
Rejuvenating Process of NEW RIN ....................................................................... 4
Reasons Behind Rejuvenating New Rin ............................................................................... 5
Objectives for Re-launch .................................................................................................... 6
RE-PACKAGING OF RIN ....................................................................................................... 7
Preliminary work ............................................................................................................... 8
Sketches for 5 different mediums ........................................................................................... 8
The process of feed back & developing Modified/New Ad Copy Concept ........................... 13
Target Audience Insights & Data Collection ...................................................................... 18
Identify target Audience ........................................................................................................ 18
How you collected Data......................................................................................................... 19
Which Sketch/Ad copy Target audience liked the most ....................................................... 19
Finalized version of our NEW RIN copy-after inputs from target audience ........ 19
Conclusion ........................................................................................................ 23

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Background of RIN
Company Profile

Executive Summary

FMCG industry is the most emerging industry nowadays in Pakistan as well as global market. It
includes personal care products as well as other regular use products like soaps, detergents etc.
This project report focuses on the study of Unilever’s Rin Detergent Pakistan and explains that
why it failed to establish itself as a laundry detergent powder despite of being hugely successful
in India. Why it needs to be rejuvenated in a way that target consumers of Pakistan acknowledge
it in the product category and New Rin becomes equally successful here as well if not more.
The project is a part of copywriting course. Therefore in the light of subjects covered we have
carried out a detailed process of developing Ad copies for five advertising mediums for RIN’s
target audience in Pakistan. This process starts with scratch from researching on RIN’s
background and the problem with advertising/communicating that led to its failure, data
collection, to giving it a completely new distinct look in terms of packaging and presence in the
five advertising mediums.
Ergo, the entire process included developing of Ad copies, and testing them with target
consumers that how they perceived it and what insights we got from them. Based on those
insights the Ad copies went through transformations and development of better ideas.
Consequently, the final Ad copy is the representation of successful communication of the brand
RIN on five mediums that are: Facebook, Instagram, Newspaper, Magazine and Billboard.
While we conclude this report that Rin was not advertised according to the Pakistan’s market
structure of Laundry detergent industry as Lever’s marketers thought Pakistan’s market structure
was similar to that of India. That was a massive mistake, which called for rejuvenation of NEW
RIN washing powder on different channels of communication.

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Initial launch of Ad copy
Identify discrepancies of all mediums wherever they have been promoted

Initial launch Ad copies

“A little amount of RIN, washes a lot of clothes,” was their main theme in all the commercials
and adcopies.

RIN India Ad Copies

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Rejuvenating Process of NEW RIN
Reasons Behind Rejuvenating New Rin

Rin as a solid detergent bar, was introduced to Pakistani market in 1984. It was specially
formulated and promoted as a fabric washer. But then later in 1988, a survey confirmed that Rin
was primarily being used for dish washing instead. Brand could not establish itself and was later
discontinued in 1987.

Several consumer promotion schemes were used for RIN but none of them was successful. No
more consumer promotion schemes for RIN had been used after 1985-88 as all the promotional
campaigns failed to achieve the expected percentage increase in sales.

It was again Re-launched with a brand ambassador in 1989, and was halfway successful in terms
of sales, despite of being promoted as a superior fabric washing product as it lathered more
profusely and gave a cleaner, brighter and more economical wash. But later in 1989, a survey by
Lever Marketing manager confirmed that RIN was being used primarily for dishwashing despite
the communications campaign and package inscription clearly promoting its use for washing
fabrics.

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However in India, Hindustan Lever was marketing and selling the same product very
successfully for 8 years then. Assuming the similar market structure for Pakistan laundry
detergent industry, it got confused with the dishwashing detergent because in Pakistan Rin
wasn’t the first blue colored detergent bar as it was in India when launched.

Then in 2008, with huge time slag in between, Rin washing detergent powder was launched in
Pakistan with a TVC with Semyne Khan, but no further promotions on other mediums were
done.

Secondly, even when Rin detergent powder was promoted through TVCs on same theme that is
whiteness, and a lot of clean white clothes in very little RIN. It couldn’t grab consumer’s
attention, and they were not completely aware of RIN detergent powder being available in
Pakistan.

They assumed RIn Detergent Powder existed in India only (as per our survey at Imtiaz Super
market).

So, to pin it down, below are the reasons to Re-launch and Rejuvenate New Rin:

 Confusing Ad with indistinct messaging in the past.

 No booster in retailer margin since launched.
 Unsuccessful consumer promotions.
 No sales, despite of being Pakistani brand
 Misconception, that it’s just for White clothes, not for colored misconception.
 No Brand Re-call for Rin Pakistan, due to no advertising at any medium
 India’s Rin Brand hammering is so strong that Pakistani’s believe it’s an Indian brand
and has no availability in Pakistan.

Hence, all of this has lead to confused market positioning as a product category.

Re-launch Strategy
 Changing brand perception of whiteness to brightness through our new tagline “Naye
JAise Chamak”
 Increasing Brand Re-call by using our our slogan and packaging repeatedly

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  Emphasizing Brand hammering by using Rin’s name and its slogan in every ad copy and
advertising medium.
 Fixing the misconception by re-positioning Rin as a Pakistani laundry detergent brand by
using Urdu Type Face.

RE-PACKAGING OF RIN

It was the same blue packaging for RIn Pakistan as of Rin India. Same font, thunderbolt icon,
and the font color Red. Initially, media Advertising showed RIn being introduced from the
heavens by thunder and lightning bolts. The lightning was intended to emphasize the brightness
attribute of RIN.

However, in Pakistan Rin laundry detergent powder didn’t make its place in the minds of
consumers completely, despite of it being in the market for over a decade.

Hence, we decided to Re-package as it was getting confused with surf-excel store shelves, giving
it a completely new look, so that it stands out among others in store shelves. No other laundry
detergent exists in the market in the color pallet we’ve used.

Old Packaging

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New Packaging

Preliminary work
Sketches for 5 different mediums

1) FACEBOOK

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2) INSTAGRAM

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3) PRINT NEWSPAPER

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4) MAGAZINE AD

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 5) BILLBOARD AD

The process of feed back & developing Modified/New Ad Copy Concept

1) Facebook

When we showed Rin Facebook Ad copy, the target audience understood that its about some
washing detergent, but took a little while to understood its about Rin laundry detergent because
of difficulty in understanding what the body copy said. So we changed the body copy to a
simpler version of communicating Rin Washing Powder and Its USP.

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 2) Instagram

For the first Ad copy of puzzle, the audience understood with a little effort that its about a
washing detergent, but some thought it just a puzzle. And the rest didn’t get by the word blues,
hence, the meaning of ad copy wasn’t across

Our target audience easily grasped the idea of whiteness and brightness because of the visual
imagery in the Ad copy that is Snowman, but had a little problem while comprehending the word
“wanna”, so we fixed the wordings.

And one of them asked us to write what is Rin about, therefore we added the NEW RIN
SLOGAN. And our new Ad copy came out to be like this below:

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 3) Print Newspaper

When exposed to our 1st Newspaper Ad Copy idea, at first glance a few of our target audience
thought either it was a childcare product, or hand care product because of the visual image.
However, they really liked the emotional aspect of the body copy, and said it was great for a RIN
TVC when Rin is completely hammered into consumers’ mind. New RIN being at awareness
stage, we went towards second idea, however it was half majority who understood RIN washing
detergent and the emotional appeal as well, and other half were confused.

When exposed to the 2nd Ad copy they simply recognized that it was about RIN washing
detergent, its USP and at what price it was offered. As our target audience liked the simpler
aspect of packaging, pricing and usp in one ad, we came out with a 2 designed versions of it
below:

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When showed this version of Newspaper Ad to target Audience:

1st Copy: They understood it instantly, due to three main things at focus, that is RIN washing
powder, it’s price and USP with a blurred washing area background.

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2nd Copy: They took a little longer here to understand the USP of RIN due to more infographics
than the first ad copy. As our target audience was more focused on the Product, its usage and
pricing elements.

Some felt it was a foreign ad due to the model (we couldn’t find an eastern one along with
washing area setup).

4) Magazine

When our target audience was exposed to our 2 Magazine Ad copy ideas, they instantly
understood and liked the first copy more, as it immediately communicated the RIN message,
USP and the whole idea that it’s a laundry detergent powder because of the simple and self-
explanatory imagery used in washing detergent ads.

They pointed out our spelling mistake too of last word in the headline. We corrected it and would
be using it as our final version of Magazine Ad copy.

5) Billboard

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Our billboard Ad has our brand embassador Ayesha Sana in it. She was popular among older
generation more than social media generation. But Since her “Bright Karein” video went viral on
digital media, almost majority of social media users also got to know her. Hence, the idea of
brightness clicked quickly to our target audience.

They found it very amusing as well. A few of them asked us to add RIN’s slogan on it, and on all
other ad copies as well for instant brand Re-call. So the New and finalized version of it is below:

Target Audience Insights & Data Collection

Identify target Audience

Demographics

Age:

Gender:

Income:

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Geographic:

How you collected Data

We collected Data through Qualitative Research method. We interviewed a group of 6 people as

our sample size. We asked them questions about their opinion on RIN Advertisement and what
did they comprehend when exposed to each ad copy; we collected their feedback through their
direct answers, critique and through participant observation during that survey.

Which Sketch/Ad copy Target audience liked the most

The most liked copy by our Target Audience among all the other copies for different mediums
was the Instagram Ad copy. Almost everyone smiled when they saw it first.

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Finalized version of our NEW RIN copy-after inputs from target audience

 Five Final ad copies of NEW RIN for Five different mediums

1) FACEBOOK

2) INSTAGRAM

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3) PRINT NEWSPAPER

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4) MAGAZINE AD

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 5) BILLBOARD AD

Conclusion

The reason Rin failed to establish itself as a laundry detergent powder in Pakistan because of the
major misconception Lever Marketers had that Pakistan laundry detergent industry have a
similar structure as of India. So they marketed Rin Blue Bar the same way in Pakistan not
knowing that only in India Rin Bar was the first Blue colored washing bar, but in Pakistan blue
colored detergent bars existed in dishwashing detergent category. Due to which all the
misconception started and Rin got wrongly positioned in its consumer’s mind and till date,
awareness of RIN detergent exists in Pakistan but not as a laundry detergent category.

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In order to cater these issues, we used the slogan “Naye Jaise Chamak”, which is our USP as
well, in all of the ad copies for easy Brand Re-call, and to get the message across our target
audience that Rin is a Laundry detergent powder that exists in Pakistan too and not just in India.

The Ad copies finalized were according to how target audience wanted to See Rin’s
advertisements as. The body copy, the font, sizing, slogan etc. everything went through a process
before being finalized as the final copy.

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