Warm vodka and sweaty women: changing consumer behaviour in Russia

Greg Rowland and Jaroslav Cír

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

PREFACE

The paper describes a search for communications insights in Russia to create a...

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