SCA: The journey to living fearless

This case study explains how SCA, a personal and feminine care products company, united 14 global brands under one 'live fearless' brand proposition.

SCA: The journey to living fearless

Pippa Morris and Bridget AngearAMV BBDO

The Challege

SCA is a global leader in personal care and has a portfolio of incontinence products, baby diapers and feminine care products.

SCA is the 4th largest global feminine care company. Founded in the nineteen twenties, it has always followed a model of acquiring established local brands to expand their global influence rather than attempt to enter the market as a new brand each time.

Whilst this makes good financial sense in the short term, it does impact global marketing efficiencies because it requires a more...

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