USP tegen het licht: Zwitsal luiers

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Ik ben er al een tijdje uit – ze zijn inmiddels 11, 9 en 6 – maar het staat me nog helder voor de geest. Ik was er, in alle bescheidenheid, eigenlijk behoorlijk goed in. Van vies naar schoon in een wisseltijd waar Verstappen zich niet voor zou schamen. Wij gingen voor Pampers en die keuze werd altijd bevestigd als we eens per ongeluk of ‘uitverkocht’ een goedkoper merk uitrolden. Rode, schrale billetjes. Zielig. Pampers dus!

Maar sinds kort heeft Zwitsal ook luiers. En daar heb ik meteen een goed gevoel bij. Gelukkig voor Pampers dat ik het bij 3 houd, anders had ze mooi een probleem gehad! Althans, dat zegt mijn emotie. Maar voor de ‘USP tegen het licht’ krijgt ook de linker hersenhelft (ratio) altijd volop de ruimte. Hoe loopt dit af?

De Zwitsal geur
Zwitsal komt met 7 SKU’s en maakt de super weer een stukje geler. Wie knalt er eigenlijk meer van de schappen? Mooi merk, dat Zwitsal. Een nog belangrijker brand asset, naast kleur, is geur, als je het mij vraagt. Chanel no.5, het Brise ei (met de beste wil van de wereld komen we hier op kantoor niet tot meer herkenbare geuren) ze zijn minder herkenbaar dan het parfum van Zwitsal. Categorie geuren genoeg, maar Zwitsal is de enige echt herkenbare merkgeur. Dat is niet niks. Wat zeg ik, dat is uniek!

Meer weten over branding? Bekijk onze gerelateerde merkopleidingen.


Waar is de U

SP gebleven?
Wat schetst dan ook mijn stomme verbazing, de Zwitsal luiers zijn ongeparfumeerd! ‘Speciaal voor de liefhebbers bevat iedere verpakking een los geurbuiltje met de vertrouwde en geliefde Zwitsal-geur’, lees ik op de site. Ja hallo! Alsof Volvo de veiligheidskooi er los bij levert, ‘als je wilt installeren we hem voor je hoor, het is aan jou’ of dat Coca-Cola een sachetje met het geheime ingrediënt on-pack bevestigt ‘alleen toevoegen als je de echte Coke smaak wilt’ of het Surprise ei, waar je de verrassing gratis online kan bestellen, ‘mocht je het leuk vinden om verrast te worden’. Gekkenhuis natuurlijk. Alleen als je wilt kan je de USP toevoegen. Het roept bij mij vragen op.



Luchtje?
Zit hier een luchtje aan Zwitsal? Is de parfum misschien niet goed voor de billetjes? En hoe zit dat dan met al die andere producten? Is er onlangs iemand in een bad van tranen ontdekt met jeukende gele bulten op z’n lijf door gebruik van Zwitsal op jonge leeftijd? Kom op jongens en meisjes, wat is hier aan de hand? Ik lees er nergens niks over. Als de Zwitsal geur ergens z’n werk kan doen dan is het toch wel bij luiers. Hup, met de billen bloot!

Andere USP’s dan? Bij bestudering van de Zwitsal Newborn luiers ontdekken we een naveluitsparing om irritatie te voorkomen. Doet mij meteen denken aan de beschuit uitvinding, slim dus, denk ik. Maar, belangrijk voor deze rubriek, n

 

iet uniek. Heeft Pampers ook. Evenals de urine indicator. Ook de product eigenschappen ‘absorberend’ en ‘opstaande randjes’ verdienen niet het predikaat ‘Unique’. Iets duurzaams dan misschien? Waar ik bij Pampers lees over luierrecycling en bij Kruidvat over het EU Ecolabel, zwijgt Zwitsal. Op de site kom ik alleen iets over de geschiedenis tegen, maar niks over de toekomst. Ongelofelijk vind ik dat, dat je als zo’n groot ‘kindermerk’, niks te melden hebt over een duurzame wereld. 5-8% van de totale afvalberg bestaat uit luiers en incontinentiemateriaal.

 

Enigszins teleurgesteld sta ik op het punt om Zwitsal USP-technisch niet ruim te belonen, totdat ik plotseling besef dat dat losse geurbuiltje toch een briljant idee is. Een product op zich namelijk. Ik kan me genoeg plekken in huis bedenken waarvan ik de geur zo zou willen inruilen voor zachte vanille.

Of de auto, ook lekker! Dus naar de winkel gerend en net als ik met een pak luiers onder m’n arm bij de Etos sta af te rekenen – kom je natuurlijk iemand tegen, zal je altijd zien – blijken de losse geurbuiltjes al te bestaan! “3 stuks voor 3,65”, zegt een moeder achter me. Had me toch mooi wat euro’s gescheeld. En 26 luiers. Nou ja, inmiddels hangt mijn geurbuiltje aan mijn achteruitkijkspiegel en elke keer als ik nu de motor start denk ik terug aan die heerlijke tijd toen de kinderen nog klein waren. En ze vanuit hun stoeltjes vrolijk de bank volspuugden. Had ik dat geurbuiltje toen maar gehad!

Lees het volledige artikel  of ga naar gerelateerde merkopleidingen

Hubert van Wensen, Business Creative bij The USP Company (heeft zelf ook nog een tijdje in de luiers gezeten)
NIBAA Institute

Dit is NIBAA Institute


NIBAA is een opleidingsinstituut gericht op brand management en merkstrategie en gevestigd te Utrecht. NIBAA leidt managers en executives op via diverse korte en langere merkopleidingen. NIBAA werkt met ervaren professionals, hoogleraren en vakdocenten.




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