Reinvigorating growth for a mature brand
Challenge: An iconic leader in the baby shampoo industry found itself searching for new growth despite limited product innovation and stagnant positioning. In order to regain its leadership position, the brand needed to identify and appeal to consumers beyond its core target. And, the core target needed to find the “shared” benefits of the product meaningful.
Strategic Growth Solution: SPARK implemented a dual-pronged approach to build on an existing brand affinity and expand the product’s market beyond its core consumer target, driving purchases from the core as well as from a large sub-segment of a key adult market. This wave of success put the product back at the top of the market.