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Advantage: Certain Dri – A New Look for a Great Brand

By Group 4 on Friday August 19th, 2016

 
 
 

Certain Dri had gradually lost its perceived competitive advantage as the big’s (P&G, Unilever etc) quickly established their own “clinical” positioning. This despite the fact that Certain Dri is the only retail product with the #1 Doctor’s recommended ingredient and a high efficacy level.

The charge to Group 4: refreshed packaging to reestablish Certain Dri’s actual and perceived performance advantage, clarify positioning of each SKU, update a tired look and increase impact on shelf. And, Certain Dri’s three SKUs also needed to be better defined and differentiated to establish their unique value proposition within the line.

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See the whole line-up, before & after here

 

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