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...