Marketing Research for Value-driven Advertising.

A Case Study on the Basis of the International Campaign for Wella AG

Veronika Gnajda
and
Anne Bell

 

BACKGROUND

In 1998 the management of Wella AG defined a new worldwide brand strategy for the Wella brand and the whole brand family. As one measure of this strategy, Wella AG started to develop an integrated advertising campaign for its hair care brands in Europe, South America and Asia.

The aim was to strengthen the Wella brand as a carrier of emotional brand values and to communicate the functional benefits of the different products.

The marketing research agency RSG Marketing Research was allotted the task of identifying, from the very beginning of concept evaluation, the most promising elements along with the mechanisms influencing the brand for all Wella countries worldwide. Ad Insight, a tool developed by the research agency itself, was used for the qualitative research.

Starting Point