After finalizing the name of our product, the next step was to decide the Primary Brand elements for the same like tagline, logo, brand ambassador, packaging, places and events, promotions etc.
So, next task was to come up with a tagline for it, which is simple, attractive, and easily communicate what the brand stands for. Debooze stands for saving lives, saving relationships. Let people enjoy but not at the cost of jeopardizing their relationships, be it friends, family, spouse, etc. Enemy of debooze is the high intoxication of alcohol because of which people do not have control over themselves and they do not know what they are doing. We needed a mantra to fight this enemy. after coming up with so many ideas like get refreshed, a happy life etc, but all these were a little vague. All of a sudden, someone said, “No Regrets Tomorrow”. Yes!, it made sense, direct and clear, putting up a message of not having regrets about what they did when they were drunk although they did not want to do it. It’s rightly said that “Some things can never be undone” , so why not avoid making such mistakes.
Next comes the logo. Initially, we looked up the logos of many medicines but they were all very unappealing. None matched our product. Since it is an over-the-counter product, we wanted our logo to be little attractive, making our product stand out in the market and at the same time, to be taken seriously by the consumers. We decided to break the monotony and use something unusual. Booze can be depicted by bottles of wine, champagne or typical glasses designed for alcoholic beverages, cocktails etc.
We took a picture of a martini glass, as it is very popular, well-known by most of the people and it is associated with alcohol. Instead of putting in a drink, we had put two yellow pills – The Debooze pills, giving a message to have those pills after you have had your drink and enjoyed and now is the time to go back home.
The colors used are yellow and blue. Color yellow signifies joy, happiness, optimism, hope and sunshine which relates to our product very well. Color blue signifies peace, stability, trust, confidence that is why it is used mostly by the banks, we used it to show that our product is also trustworthy and stable.
Brand ambassador- Do not drink and drive is a campaign supported by Mr. Rahul Dravid – The well known cricketer generally known as The Wall. Since he is already involved in such an initiative, talking about not to drive after drinking. He becomes the best fit to be the brand ambassador of our product.
Packaging- We wanted the packaging to be something which will easily fit into the pocket. We looked through the packaging of various medicines on Google but could find nothing suitable. Then we looked up for chewing gum and mint packaging, and still we could not find anything of our interest. Confused about how to go about the packaging of our product, we kept on searching. Annoyed by the fact that we could not find any, we took the decision of keeping the packaging in the shape of the pill, a cylindrical box curved at both the ends, for a pack of 20 tablets. For people who would not want to buy 20 tablets in one shot, we introduced another pack consisting of 2 tablets only. The packaging for that pack was simple like what it we generally have for normal medicines with a debooze logo in between the two pills.
Places- All famous bars, pubs restaurants, renowned hotels as people tend to drink in such places. Also it will be available in all the hospitals in case people need it and they do not know where to go.
Events- Rock shows, music concerts, racing events, any celebration events as we all know drinking is a part and parcel of such events.
Thus we finalized the primary and secondary brand elements for our “boring” pharmaceutical brand – DeBooze. Keep watching this space for the upcoming third part of The DeBooze Journey.
Author – Shweta Sumal