Biggest buying barriers towards Zewa, qualified with private label users
Most convincing Power Insights to overcome the barriers, qualified with private label users
Based on the strongest Power Insights we developed a preference-generating positioning concept. This concept was the foundation for the development of new communication martial, including a TV spot, ads in journals, online and in social media channels.
"The project with AMC has been really key to define our path for growth on household towels. This was especially crucial as there was a question if SCA should continue investing in branded household towels in a market that is mature and dominated by retail-brands.
The results give an overview of insights for innovations, communications and a brand extension potential."- Marketing Director, Region Central -