Nobody could have guessed

Soap simply isnt soap.

Its a substance with a scent you wash your body with.

So how do you find the ‘one’ thing to distinguish your soap from the others?

When you discover that simple proposition, you also discover what makes them returning customers for year on year.

And it’s not smell.

I don’t want to give the secret away too early.

But it is a little square.

A shiny square.

So to discover the secret behind a ‘Cussons’ soap and communicate that to the consumers we made a lot of suds and bubbles and washed a lot of people.

We asked our target consumers. Then determined the position we needed to sell our proposition.

We consulted one on one and in groups, then isolated the benefits, found something unique, looked at the competitions spend, their position, their benefits and consumers and so on, and on.

All part of the ‘blue print of strategy’, which which makes things work.

It all came down to the one thing nobody could have guessed.

The little shiny label on each bar of soap.

As simple as it sounds this one little label enabled the soap to stand just elevated from the water and never go mushy.

Consumers love soap that isn’t mushy.

Hows that?

Gorgeous scent, classic square shape that had been loved for a hundred years and a label that saved the soap.

We washed a lot more bodies.

I still cant look at that soap without noticing the label.