Unilever Canada: Dry spray launch

This case study shows how Unilever launched a new dry-spray deodorant range across five different brands.

Unilever Canada: Dry spray launch

Ariad CommunicationsUnilever Canada

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,...

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