POSITIONING
The Issue
Low penetration and many light users with low usage frequency – reinforced by historical advertising focused on breath freshening.
The focus of the work was to uncover fresh insights to help drive a more distinctive, motivating positioning focused on cleaning.
What We Did
Insight delving: Interviews with R&D team and experts (dentists etc); semiotic exploration of the world of ‘clean’; a series of deprivation and saturation ethnographic interviews with consumers.
Creative workshop: Using inspiring insights from research and creative stimulus.
Concept development and evaluation: Working with ad agency to bring concepts to life as adcepts for consumer evaluation.
What We Delivered
New global brand campaign developed on a more emotive expression of cleaning – supported by strong cleaning RTBs per SKU.
