Abstract:

This presentation describes how Rexona lost its way in France and how research created a new category language to show the way back to growth. A fusion of different approaches was used including Semiotics, Extended Creativity Groups, In-depth QualiQuant interviews and Consumer Photo Diaries. The RESC model looked at Rexona in terms Rational and Emotional needs as well as Social and Cultural factors. Ultimately Rexona's problem was at the cultural level as the woman it was addressing was not the modern pro-active woman of the new millennium. A brand workshop ultimately informed a total European re-launch.