Colgate-Palmolive Services Europe - Soupline Edition Limitée

Colgate-Palmolive Europe wanted to target younger, more affluent single women in selling washing powder and fabric conditioner.

Colgate-Palmolive Services Europe – Soupline Edition Limitée

Packaging Brand – Non-FoodElmwood


When it comes to fmcg marketing the grails don't come much holier than washing powder and fabric conditioner. An established market across Europe with a history of targeting mums with messages around efficacy and family life, it was nonetheless a commodity purchase. A bold move then to contemplate a luxury limited edition fabric conditioner targeting younger, more affluent single women. This is exactly what Colgate-Palmolive Europe had in mind when they came to Elmwood with a new fragrance as a brief.

Their Soupline brand was...

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