Agency: Young & Rubicam | Authors: Vera Sommer |
Soft and Gentle: A successful relaunch
INTRODUCTION
This case study sets out to examine the contribution of the advertising to the successful re-positioning of Soft and Gentle in the deodorant market. It shows how tight targeting and understanding the consumer can translate into a relevant and motivating advertising strategy from which a differentiating and empathetic creative execution can be developed.
The case of Soft & Gentle is interesting as originally its name and packaging were specifically developed to complement/strengthen the launch-positioning. As the paper will explain, this historic positioning is no...