Re-entry of most admired soap brand through effective PoS communication

Hindustan Unilever Limited

Re-entry of most admired soap brand through effective PoS communication

Expertise included

Research

Strategy

Key Visual

POSM design

The Challenge

In its past tenure, International Camay had gone through quick acceptance and wide admiration in the market due to its unique international imagery as well as tangible benefit of lingering fragrance. The enhancement in overall bathing experience was very well understood by large audience.

The re-entry however was looking tough for the brand team due to completely altered category playground. Without the liberty of upgrading product and packaging, the challenge was much obvious to cut the clutter and make a mark.

The Solution

With our unique digital insight gathering technique, we helped the team unearth the strengths and strong points Camay still holds and how it can be leveraged with present constrains. The international heritage of over 9 decades, the beauty association, the recall of enhanced bathing experience etc were observed and noted through consumer interaction across country.

A key visual conveying its ‘french fragrance’ was devised. Various custom design solutions provided to bring it to life at GT and MT touch points.