Comfort Intense Fabric Conditioners

This case study describes how Unilever launched a new format of concentrated fabric conditioner, Comfort Intense, in the UK, Ireland, France, and the Netherlands with a smaller package for a higher price.

Comfort Intense Fabric Conditioners

Agency: PB Creative

Executive Summary

Comfort Intense was launched in the UK, FR, NL and Ireland in April 2015 as a new format in the fabric conditioner market. It's an ultra-concentrated fabric conditioner which offers improved performance (a more intense and longer-lasting freshness), using less than half the dose of existing fabric conditioners. Its success has been immediate and sustained over a one year period.

Designing the packaging for a concentrated product in a smaller pack and positioned at a premium price is a huge challenge. We believe one of the main reasons for Comfort...

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