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.
See the whole line-up, before & after here…