CREATING A PERFUME BRAND TO CHALLENGE THE MARKET LEADER

Challenge

Position a new local perfume brand, define the key elements of its brand mix and build a strategic brief that inspires agencies and teams to outperform the market leader.

Approach

We used desk research and stakeholder interviews to map how the category worked, then explored potential positioning territories and selected them in a workshop with the client team.

Outcome

We built a strong, distinctive identity consistent with local aspirations. We also developed the brand key, creative brief and brief for the fragrance house, aligning the product proposition, communications and sales around a shared purpose.