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...