Campaign details
Brand: Unilever / LUXLead agency: GorillaRegion: EMEA
Objectives
LUX is currently declining in share, equity, brand health, key attributes and penetration. More of the same messaging is going to result in more of the same results. A recent brand deep-dive exposed that LUX needs to stand for more of the category drivers than just fragrance and soft skin. The brand needs to communicate a more authentic, relevant and talkable message rather than the previously one-dimensional 'beauty queen' view.
LUX must shift from being a brand women use, to being a women's brand –...