Fevikwik has effectively scaled the twin success of becoming a super brand within a super product, a rare feat in consumer products business. This popular, instant bonding adhesive – bonds within 5 seconds – cuts across generations and occupations. It stands with near monopoly, at estimated 85% market share, which is incredible by itself in FMCG. It is the leading brand in the category, and can simultaneously claim credit for creating, developing and fortifying the category. It enjoys market-leading brand recognition and loyalty and is considered as super-glue by consumers.
A great product and great packaging, easily coming across as an intelligent brand. It so convincingly says ‘try-me and buy-me’.
Brand Identity
The product invests in 2+1 colour formula, yellow for fun, blue for clarity and red for quick recall. This allows to stand out in the shelf and maintain simplicity, light-weighting the category. The solid, medium sized fonts are distinctive. San serif clearly promoting a functional appearance, coupled with readability. The typography effectively presents intimacy and authority, in varying degrees, and the packaging remains an absolute masterclass in product messaging.
Visual Imagery
The product is the imagery, a thumb rule in FMCG. The background and the backing material allows the product presentation to be heightened. The bluster pack is a packaging innovation, gives a 3-D feel to the product. Overall, the imagery is inviting yet sophisticated, building a great feel to the brand, while clearly highlighting the product functionality.
Future Differentiators
The basic product is instant bonding adhesive, yet Pidilite successfully transforms this need in a big way. The superior functionality as fast drying, mess-free, with high bonding strength is well established. The user-friendly nozzle, the long tip and smooth gel distinguish it, these features acting as value props.
Fevikwik comes across as a natural ally for the do-it-yourself community. It offers strong functional reasons and instils the emotional satisfaction of a job well done. Specialised variants and advanced material compatibility can drive future potential. A great product and great packaging, easily coming across as an intelligent brand. It so convincingly says ‘try-me and buy-me’.
