What was needed 

Soft & Gentle deodorant had being losing substantial market share, due to strong competitor can innovation, that better suited changing consumer lifestyles. Soft & Gentle had recently launched their 'teenage' range, but had not updated their Standard or Aromatherapy range for a number of years.

What we did

We worked, on a Project Management basis, with the Innovation Marketing Manager to:

• build a new Positioning Platform for the brand
• develop a new creative design for both the Standard and Aroma Therapy Range
• worked with the can manufacturer and structure design agency to re-invent the can shape
• researched preference of new positioning concepts, creative designs and can structure - against key competitor products
• liaised with the European Innovation team and Colgate Category and Sales team to map out rigorous timeline plan in order to launch product within UK retailer range review dates