Problem:
How to identify a unique positioning for a line of Huggies toiletries capable of capturing a strong number two position.
Solution:
Differentiated the product line on the basis of efficacy moving beyond the category mandatory of “gentle.” Efficacy claims were tied to the formula.
CenterBrain Positioning Breakthrough:
Go Beyond Gentle, to Clean, Replenish, and Protect (Advanced Care).
Results:
· Positioning achieves 62% positive purchase intent.
· 78% played back the main idea and found it a benefit over what they’re currently using.
· Nearly a 3:1 win over previous efforts (spanning two years).
· Product line launched in 2005 and expanded in 2006.