Campaign details
Brand: Wild Stone Brand owner: McNroe Consumer Products Entrant company: McCann WorldgroupIdea creation: McCann Worldgroup Gurgaon Market: India Sector: Deodorants, anti-perspirants Media channels: Online display, Online video, Word of mouth, Influencers, KOLsBudget: Up to 500k
Executive summary
Deodorant is a salience driven market in India. And salience is hard earned for a number 3 player, in this case Wild Stone. Much like the category, Wild Stone's sales & salience dipped heavily in winters, forcing it to rebuild top-of-mind each summer vs leader...