Skip/Omo SE Asia

Brand positioning

Unilever had struggled to successfully enter the premium detergent segment in some markets. Despite much concept work and several iterations of research, a positioning that was strong enough to get the green light to launch remained elusive.

The team decided to have one last try. The Adcepts allowed much greater depth and precision than traditional concepts and through this we identified a way to make the positioning work that went on to achieve ‘launch-ready’ quantitative scores for the first time.