Soft and Gentle: A successful relaunch

Relaunching Soft and Gentle deodorant to a young target audience became necessary in 1984, owing to a lack in efficacy and its unexciting image.
Agency: Young & RubicamAuthors: Vera Sommer

Soft and Gentle: A successful relaunch

INTRODUCTION

This case study sets out to examine the contribution of the advertising to the successful re-positioning of Soft and Gentle in the deodorant market. It shows how tight targeting and understanding the consumer can translate into a relevant and motivating advertising strategy from which a differentiating and empathetic creative execution can be developed.

The case of Soft & Gentle is interesting as originally its name and packaging were specifically developed to complement/strengthen the launch-positioning. As the paper will explain, this historic positioning is no...

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