Case Study – REFRESH LIQUIGEL and MOISOL DROPS

About four months back, in November 2019, I was in New Delhi for fieldwork.

Despite the heavy smog, and all schools being closed, I ventured out to work.

Against all odds.

Late in the evening, after fieldwork, my right eye was itchy and burning.

I rub my right eye with both hands.

After a minute of relief, it becomes itchy again.

Now I rub my eyes again – but more vigorously this time.

A minute of relief again. But my right eye becomes itchier.

I rush to the pharmacy nearby and purchase Moisol.

Get immediate relief and sleep well.

Itching recurs the next morning. Instil Moisol Drops every three hours.

On returning to Ahmedabad, I rushed to my ophthalmologist.

I had damaged the cornea of my right eye – corneal abrasion. Probably, as the ophthalmologist said when I rubbed my right eye vigorously.

The microscopic particles in the smog might have caused corneal abrasion.

Among the other medicines and eye drops, he also prescribed Refresh Liquigel. Beautiful pack with a soothing greenish tinge.

The drops made me feel refreshed!

And what a great, smooth experience Refresh Liquigel gave me! No words to describe that feeling.

What a great name I said to myself. Refresh Liquigel

When I examined the Refresh Liquigel bottle closely I observed that contents were almost similar to Moisol Drops!

But what a difference!

The price of Moisol Drops was Rs. 39. Refresh Liquigel Rs. 194!

But the looks, the feel and the name! Did not mind paying that premium price.

Today, apart from everything else, branding means the consumer’s experience.

Brand experience shapes the way consumers feel towards a product.

Refresh Liquigel created that memorable moment and I got that great brand experience, which Moisol couldn’t.

Moisol is definitely a good product, a very good product, and indeed the first eye drops to be manufactured in a sterile FFS unit.

You need not open the outer cap to puncture the inner sterile tiny aperture. Just twist the cap tightly in the clockwise direction and the aperture opens.

Yes, twist it tightly three or four times, putting a lot of pressure before the aperture opens.

Whereas with Refresh Liquigel, a gentle twist is good enough! That’s another positive consumers experience with Refresh Liquigel.

Branding starts with the brand name. And what a beautiful name Moisol is! So rational! So suggestive of what the product does – moistens your eyes.

But what about Refresh Liquigel? An emotional brand name! It tells how you would feel after you instil Refresh Liquigel in your eyes.

So Refreshed!

Refresh! It’s an emotional brand name, not rational!

And this is what helps a consumer to bond with a brand. And become brand loyal.

And even more – you make the consumer your brand advocate.

Though I partially lost one eye, I learned a very big lesson in branding.

Bonding with the consumer and creating a delightful brand experience can help you build a powerful brand!

Today, my wife teases me: “Vivek, you don’t have to wink anymore when you see a beautiful girl. You are now in a perpetual winking mode!”

And I don’t mind it! I respond, “Isn’t it with his one eye the Nawab of Pataudi hooked Sharmila Tagore?

PLEASE NOTE THIS CASE STUDY IS ONLY FOR ACADEMIC INTERESTS. THE AUTHOR HAS NO COMMERCIAL INTERESTS – NEITHER WITH ALLERGAN NOR WITH FDC.

Vivek Hattangadi
Chief Mentor at ‘The Enablers’