Lynx, Dove, Rexona anti-perspirants

Rexona / Sure, Lynx/ Axe, Dove, anti-perspirants


Innovation

Unilever had developed an environmentally friendly innovation that saved packaging and transportation: they found a way to get the same amount of anti-perspirant product into a smaller can. This was a multi brand innovation programme. Initial research identified problems: in explaining the benefit, not believing that there was genuinely as much product inside, or that the product would be more concentrated and so harsher on their skin.

We scoped multiple ways of explaining the innovation and its benefits to find the most compelling way to introduce the innovation and avoid the pitfalls.



Insight development

The Rexona team wanted to scope new insights for the brand for long-term comms development. The advantage of using Adcepts is that we are showing consumers creative expressions of how the insight could be used rather than simply asking them if they agree with the sentiment. This is much more realistic and more useful as the key issue with any insight is: is it interesting when used creatively? The project defined several new & unique insights for the brand that consumers found compelling.



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