Handee – It’s handy

Premium paper towel brand Handee was the market leader in New Zealand, but had failed to communicate a consistent brand message at a time when its competitors were investing heavily in their brands.

Handee – It's handy

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FMCGColenso BBDOHandeeHandee – It's handy

SUMMARY

While competitors had been investing heavily in their brands over the years, Handee had not communicated a consistent brand message for a long time. The effect of this on the brand was beginning to take its toll.

Private Label brands had been going from strength to strength, with the Trade giving them preferential treatment and a competitive advantage. The market was becoming increasingly commoditised, with heavy price discounting. On top of all this, Paper Towels were a massively low involvement category, with little...

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