Since 2012, the hair care brand Sunsilk has refocused its brand positioning on the idea of enabling young women to build their own story in a world that does not always make it easy for them by at least putting their hair on their side. New advertising works and the brand is growing steadily. But an opportunity remained: How can we translate the brand story into innovation? After all, making innovation more consistent with the brand positioning should help bring that compelling story to life and make new products more distinct from other Unilever brands, and from the competition.
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