Warm vodka and sweaty women: changing consumer behaviour in Russia

Conventional research techniques failed to find the key insights necessary to drive behavioural change around Russian women's relatively infrequent use of deodorant.

Warm vodka and sweaty women: changing consumer behaviour in Russia

Greg RowlandGreg Rowland Semiotics, United Kingdom

Jaroslav CírRexona, Unilever, United Kingdom


The paper describes a search for communications insights in Russia to create a powerful communication capable of changing current consumer behaviour: to encourage women to use Rexona deodorant every day.

We will argue that qualitative research alone, as a traditional method of exploring insights, cannot generate the necessary depth to instigate fundamental changes in consumer behaviour. It is our belief that consumer behaviour is generated by cultural contexts and processes that remain largely unconscious symbolic practices....

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