Braun Silk-épil – Mermaid

CAMPAIGN : MERMAID

Client Company Name: Procter & Gamble

Brand Name: Braun Silk-épil

Category: Consumer Goods

CAMPAIGN BACKGROUND & SUMMARY

In recent years, epilator category growth has stalled with fewer women switching from wet shavers, waxes or creams. Epilator brands, while promising more efficient and longer-lasting results, continue to suffer from years of negative word-of-mouth and from a reputation as an extremely painful process. Encouraging consumers to buy an epilator in the summer of 2009 was a significant challenge due to the following:

The global economic crisis:

Europe was hit hard in spring 2009 by the difficult economic environment, leading retailers to de-stock inventories and operate on a FIFO (first in, first out) strategy. Many consumers reacted by either delaying new appliance purchases all together, or by trading down to less expensive hair removal methods and brands. Procter & Gamble trimmed investments globally across their broad range of brands. Braun Silk-épil's ATL investment was completely cut from Central Europe, while remaining relatively flat (some cuts) in Western Europe.