Abstract:

Conventional research techniques failed to find the key insights necessary to drive behavioural change around Russian women's relatively infrequent use of deodorant. A combination of semiotics, ethnography and market analysis provided a means of generating new insights around Russian women and their use of deodorant. The presentation describes a search for communications insights in Russia to create a powerful communication capable of changing current consumer behaviour: to make women use Rexona deodorant every day.