|Agency: BJL Group
|Authors: Karen Staniland, Ian Mitchell, Thomas Hill, Mark Finnie, Trevor Lorains and Marcus Leigh
Aqua Optima – Crystal clear thinking
Imagine you are a component brand in a small product category – a product category in which both host brands and key retailers are losing interest. Talk of delisting and even withdrawal from the market provides the context for difficult sales meetings with both partner brands and retailers. The future does not look bright.
In 2006 this was the daunting scenario for our client, Strix, whose Aqua Optima water filter cartridge was reliant...