Summary
WILD STONE DEO: THE WORLD'S QUICKEST SHOWER
Challenge
Winters were especially tough on wild stone as being number 3 meant it was completely out of sight & out of mind in a salience driven market. The brand would lose out on hard earned salience of festive season. While leader brands would find trade take-offs immediately post winter at trade level; Wild Stone needed to rebuild momentum & wait for peak summers to get demand going. (Communication Challenge) HOW DO YOU GET WILD STONE TO CONTINUE BEING TOP OF MIND COME WINTER, WHEN DEODORANT ITSELF LACKED RELEVANCE? It was critical for business to achieve take-offs before the season began. Hence, the campaign needed to funnel attention into online sales & eventually into volume increase during winters. Category growth is approx. 13% year-on-year. Knowing it was off-season we wanted to achieve approx. 6-7% growth which helps build momentum for summer season.
Objective
Strategy
Data
Solution
Results
