Balsara Hygiene, launched their 'Promise' toothpaste and took an aggressive stand as against all multinationals. Soon, it commanded the second highest market share as they promoted it as "the toothpaste with clove-oil." This powerful connotation succeeded. Identify the component of product mix which played an important role in the success of Promise toothpaste:

Tagline

The correct answer is option (3) - Tagline