Communication concepts to trigger an upgrade from a generalist to a specialist laundry format

Brand Strategy

CHALLENGE

Our client aimed to create pathways for existing machine users to purchase specialist laundry products (rather than use generic liquids or powders).

APPROACH

Our journeys started with insight finding across various data pools: secondary data, resident client data as well as ethnographic immersions, with the aim to identify key ‘resistor’ themes.

These were translated into resistor insight themes, which were further ideated upon by the client and creative teams to arrive at communication ideas that might upgrade generalist users.

IMPACT

New concepts were taken forward by the creative agency to develop hard hitting advertising that delivered core benefits that aided an instinct to switch to specialist laundry products.

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