Magazine article Marketing

Research Awards 2004: FMCG

Magazine article Marketing

Research Awards 2004: FMCG

Article excerpt

WINNER Client: PZ Cussons International Agency: Frontline Research Consultancy  COMMENDED Client: Heinz Agency: TNS 

PZ Cussons' antibacterial handwash range Carex, available in five variants, is the leading brand in its sector with a value share of 25%.

However, while the brand scored highly on the platform of efficiency, it lacked an emotional pull. Recent market entrants had superior cosmetic benefit, rendering Carex even more functional in the consumer's mind.

A consumer research strategy was initiated by agency partner Frontline Research Consultancy to provide guidance on appropriate fragrance directions for each variant to to broaden the brand's appeal and aid its escape from the kitchen.

Using the results of the qualitative research, a brief was prepared for several of the fragrance houses working with PZ Cussons.

Following the fragrance development, quantitative research was carried out on four samples for each variant, in particular comparing spontaneous responses to the different fragrances.

There was clear consumer endorsement for a replacement fragrance for each, and this was integral to Carex's relaunch at the end of 2003. …

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