Unilever – Comfort, Project Juicy
Packaging Branded Non-FoodColey Porter Bell
EXECUTIVE SUMMARY
Project-Juicy involved launching two new variants into Comfort's fabric conditioner range. It has successfully stretched the Comfort brand (whose traditional brand values are softness and loving care) into a new territory of intense invigoration.
Project-Juicy has brought real uplift to Comfort sales and helped fight off the threat from Lenor. It achieved exceptional sales in the first three months where it was sold without price promotion. Project-Juicy has also sold heavily when brand design was combined with price promotion. There was no advertising activity or...