Warm vodka and sweaty women: changing consumer behaviour in Russia

Conventional research techniques failed to find the key insights necessary to drive behavioural change around Russian women's relatively infrequent use of deodorant.

Warm vodka and sweaty women: changing consumer behaviour in Russia

Greg RowlandGreg Rowland Semiotics, United Kingdom

Jaroslav CírRexona, Unilever, United Kingdom

PREFACE

The paper describes a search for communications insights in Russia to create a powerful communication capable of changing current consumer behaviour: to encourage women to use Rexona deodorant every day.

We will argue that qualitative research alone, as a traditional method of exploring insights, cannot generate the necessary depth to instigate fundamental changes in consumer behaviour. It is our belief that consumer behaviour is generated by cultural contexts and processes that remain largely unconscious symbolic practices....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands