Clairol Nice ‘n’ Easy - Being a shade braver to break share records

Up to 2007, Clairol’s Nice ‘n Easy hair colourant had been a category leader in the UK and Ireland. However, facing 2008 with no new product news, the usual way to promote the brand, a fresh approach was called for to update the image and to re-connect with younger consumers.

Clairol Nice 'n' Easy – Being a shade braver to break share records (BRONZE)

Client: Procter&GambleBrand: Clairol Nice 'n EasyCampaign: Being a shade braver to break share recordsCategory: FMCG

Nice 'n Easy had a successful year in 2007 following a brand restage but we were facing 2008 with no new product news in a category that was largely driven by new product news and innovations. On top of this the brand was starting to suffer from a perception problem. Having been around for over 50 years, whilst trusted, it was also seen as...

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