We inspired breakthrough innovation to rejuvenate a category leader in the face of intense competition

A brand that had lost its mojo

Our client’s brand had been historically very successful – becoming a household staple in the self-care category and for many consumers a name ubiquitous with the category itself. However, it had lost momentum, had become unsure of its purpose and was struggling to innovate, leaving it vulnerable to private label and smaller more agile challenger brands.

Recognising the person behind the buyer

After sifting through a multitude of research decks, we quickly realised that a lack of insight was not their barrier to breakthrough innovation, it was that they needed to start from a different place, take a fresh perspective and look at their consumer as more than just a ‘functional’ buyer of their category.

We set to work creating a framework that would help them see a broader range of growth possibilities and designed a series of working sessions where we could work with them to forge an inspirational new direction.

Giving the brand a renewed focus and energy

Our main recommendation focussed on ways that the client could stretch into more emotionally led need states and how by looking at the category from a more ‘human’ angle could uncover fresh opportunities.

We helped them identify fresh, new and differentiated territory that could not only inspire breakthrough innovations but also help align the brand around a clear mission and trajectory that would seize the initiative back from the competition.