As the company positions this brand as "a new-age soap for young India,"According to a company statement, the existing products are perceived to be for kids only, with a medicinal fragrance. Cinthol Confidence+ is a complete health soap for the youth, assuring 99.9 per cent germ protection with an insta-deo fragrance which provides for a great bathing experience. The campaign has been conceptualised and created by Creativeland Asia.http://www.exchange4media.com/57349_cinthol-lathers-up-with-confident-new-campaign.html

This finds illustration in the daring Cintholshowed when it chose to combine two productbenefits in a single soap. Thus, when conventiondictated that soap should either offerdeodorancy or skin care as a benefit, it chose togo against the rule by launching a variant thatoffered both.Today, Cinthol Deodorant &Complexion Soap has not just been acceptedby consumers but is also recommendedby doctors.first threedecades, the brandmonopolised the platform of freedom frombody odourCintholDeodorant & Complexion soap continues tooperate in the healthy skin category.The soapoffers numerous do-good benefits like total andcomplete skin protection.Cinthol Fresh is a muscular player in thefreshness grouping. The lime variant has anactive lime formula that provides long-lastingfragrance. A recently launched variant in thisrange is CintholFresh Aqua, atwo-in-onefreshness andhydration soapCintholaccomplished abrandingoverhaul bybringing threevariants underits internationalumbrella Cinthol International Spice, Cinthol InternationalLime and Cinthol International Cologne. ShahRukh Khan became the brand's new icon. Hispersonality wasflawlesslyintegral tothe brand'snewplatform:revitalisingand reenergising.Cinthol Freshwas the firstpopularsegment limesoap. It was arunawaysuccess andwas re-definedas a family soap with the famous Tan Taaza,Man Taaza (fresh body, fresh mind) campaign in2000.Cinthol Deo Soap, with the tagline Get ReadyGet Close, hit the market in 2004. It addressedthe need for effective bodyodour removal through theunique propositioning of adeodorant in soap. Cintholextended this footprint intoa deodorant talc and spray.The following year, with theaddition of Cinthol Sport,the brand had reinforced itsoffering, strengthening itlater with Cinthol Deo Muskin an exotic woody, musky fragrance.Cinthol hasbeen the ideal embodiment of the expressionconfidence personified.http://www.superbrandsindia.com/images/brand_pdf/consumer_3rd_edition/Cinthol.pdfhttp://books.google.co.in/books?id=vI9vE7_LJX4C&pg=PT256&lpg=PT256&dq=brand+promise+offered+by+cinthol&source=bl&ots=Oji6QO_Kz7&sig=enkwvi3L8BQ5mmUOal2ySb5XR0s&hl=en&sa=X&ei=foRjVMibG8GtuQTs0YDwAQ&ved=0CDoQ6AEwBQ#v=onepage&q=brand%20promise%20offered%20by%20cinthol&f=falseOn how the idea came about, Sajan Raj Kurup, founder and creative chairman, Creativeland Asia, said, "What was important was to interpret this evocatively. Cinthol is a very passionate brand when you see someone riding a horse on a beach, its about interpreting something like that for now. So you see a bunch of young people in crazy places, having a bath and singing at the top of their voices. Yet, we had to be careful, because it wasnt about being a brand like Mountain Dew and doing stunts. It was about personifying the freshness that you feel. We wanted to showcase the packaging and make the soap an integral part of the campaign. It is a bathing commercial and we didnt want to shy away from that. After putting those parameters down, we decided to get creative. The idea wasnt to be clever, but experiential and evocative."

The new campaign features a new look for Cinthol and a new slogan. The last ad of Cinthol featured the slogan " Get Ready Get Close " .The new slogan for Cinthol is " Don't Stop" . The brand promise is24 hour confidence &Long lasting freshnesshttp://marketingpractice.blogspot.in/2008/03/brand-update-cinthol.html