We Understand
Agency: Colenso BBDO Advertiser: Treasures Ultra Awards: FMCG (Silver)
Marketing Challenge
Treasures is the number one brand in the New Zealand nappy market when Treasures Giggles and Treasures Ultra are combined. Treasures Giggles sits in the mid-market segment while Treasures Ultra competes in the premium segment. Kimberley-Clark's brand Huggies represents a formidable competitor across both category segments; historically it is a premium player however deep price discounting of up to 25% on promotion effectively blurs the premium and mid-segment boundaries.
In 2002 Treasures Giggles...