Problem:
How to invigorate a stagnant and slowly declining business which is losing market share to its major competitor.
Solution:
Repositioned the brand to solve the problem of bunching and riding, using experience in the feminine care category to develop copy that communicated the solution positively and tastefully.
Piggybacked success of new positioning with three new products.
CenterBrain Positioning Breakthrough:
Designed to move with you so they stay comfortably in place.
Results:
· New positioning concept resulted in purchase intent of 48% "definitely will buy" versus 23% for the advertising that Fruit of the Loom was airing at the time (1995).
· Business doubled within three years from 50 million units to over 100 million units annually with incremental sales of $50 million.