Unilever Canada: Dry spray launch
Situation analysis
Overall assessment
A complacent market
The anti-perspirant/deodorant (AP/DEO) category is highly commoditized. People shop the category on auto-pilot, often buying the same brand/format out of routine or switching due to price. There is little news or compelling innovation to jolt them out of this behaviour. This is a historically flat category with little incremental growth – and little to talk about.
Total AP/DEO Sales for Last Three Years
Where format matters
For decades, no manufacturer had a significant advantage in the AP/DEO category, which was comprised of sticks/solids, gels,...