Soft & Gentle fresh relevance

This case study demonstrates the redesign and rebranding techniques of Soft & Gentle, the UK's original non-sting deodorant, that rescued dwindling sales, and ensured greater visibility and awareness.

Soft & Gentle fresh relevance

Campaign details

Category name: Personal goodsAgency: ErgoAdvertiser: Godrej UK

Executive summary

This a tale of the transformation of a brand that had lapsed into steady decline and how effective, insightful, intelligent design reversed its fortunes.

Soft & Gentle was the original non-sting deodorant but under previous owners, it was neglected and unloved, with dwindling sales and little relevance to modern women. Its original USP had been the category norm for decades, its identity and packaging looked dated and its consumer base was both aging and shrinking. It did not look, feel or talk...

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