In a galaxy not so far away, toothpaste brand Dabur Herb’l Charcoal has formed an alliance with Disney’s Star Wars franchise, appointing the formidable Darth Vader as its chief innovative officer.
On ‘Star Wars’ Day, May 4th, celebrated worldwide by fans, Dabur Herb’l unveiled a limited-edition Star Wars pack, featuring the iconic villain, Darth Vader. This collaboration brings together Dabur Herb’l’s Activated Charcoal toothpaste, known for its whitening capabilities, and the timeless appeal of Star Wars, creating an oral care adventure for the country’s young adults.
The collaboration was initially announced via a LinkedIn post, where the brand was seeking a new chief innovative officer. A few days later, the new recruit was revealed to be none other than Darth Vader himself, complete with his own LinkedIn profile.
Binit Kumar, DGM marketing and category head, Oral Care, Dabur, explained that the aim was to onboard a character that would represent the uniqueness of Dabur Herb’l Charcoal toothpaste. The product’s distinctive black colour, as opposed to the conventional white and red, is its differentiator.
“Darth Vader, a hugely popular character, shares a similarity with our Charcoal toothpaste in terms of its colour aesthetics,” he says.
The brand primarily targets millennials and Gen Z consumers, among whom recent Star Wars TV shows like The Mandalorian and The Book of Boba Fett have gained popularity. By partnering with Star Wars, Dabur Herb’l aims to differentiate itself while maintaining sustained relatability through Darth Vader.
The campaign will primarily use digital media, including collaborations with influencers and meme-marketing. The new limited-edition packs will feature a Star Wars theme and a QR code, which directs consumers to a WhatsApp chatbox where they can win goodies by answering a quiz.
In terms of distribution, the new packs will first be available on e-commerce platforms. “The products will be available on Amazon, and will soon be available across all e-commerce platforms and modern trade.”
Also Read: Adidas Unveils India’s T20 World Cup Jersey: “One Jersey. One Nation”
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