How to identify a unique positioning for a line of Huggies toiletries capable of capturing a strong No. 2 position.
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).
- Positioning achieves 62 percent positive purchase intent.
- 78 percent played back the main idea and found it a benefit over what they had been currently using.
- Nearly a 3:1 won over previous efforts (spanning two years).
- Product line launched in 2005 and expanded in 2006.