Procter & Gamble - Zest
2006 ReBrand 100 Winners > notableIndustry: Cosmetics/Toiletries - Below: Before Image, Rebrand Images, Summary, Credits Summary: Challenge - In North America, Zest has traditionally been known as a bar soap brand targeted to a male audience. The Body Wash category has dramatically taken share from the bar soap segment. Strategically it was vital to the success of the Brand to develop a body wash for broader appeal and to establish brand presence in this rapidly growing category. Strategy - Applying holistic brand building expertise and a deep understanding of the Zest brand and their consumer, LPK created a proprietary bottle form and a rejuvenated graphic identity system to reflect the kinetic aspects of Zest. The strategic move by the Brand to reposition the product as gender-neutral widened the brand’s appeal. Result - By fully leveraging emotional design, LPK helped Zest re-engage consumers by delivering a new shower experience invigorating senses with three distinctive scents. The result was an energizing brand transformation that positioned Zest to be a leader in the bath and body category. Credits: Client: Procter & Gamble - Zest - www.pg.com Creative Firm: LPK - www.lpk.com [back] |
