Converting heavy sweaters to clinical strength antiperspirant
Our client, a market leader in antiperspirants, found that their clinical antiperspirant was declining in a niche category.
Our challenge was to reverse this decline by understanding the behavioural triggers and barriers for consumers to buy and use clinical antiperspirant. Thereby building a new behavioural habit loop.
TBA Approach.
TBA’s research isolated the different habit loops that fuel antiperspirant usage in those who sweat (or think they sweat) more than other people, ultimately unlocking behavioural footholds for the clinical category.
We defined the triggers and rewards that would create stronger habits around using clinical deodorant. We also defined the primes and anchors that would frame the clinical antiperspirant brand as a uniquely superior product
‘Behavioural tells’ were used to make our client’s clinical products more salient both in store and in communications. Using clear verbal primes to pull the segment apart from non-clinical antiperspirant.
Behavioural Insights, Interventions & Impact.
We identified the key strategic challenge was to create positive brand anchors and eliminate the sense of deprivation/loss associated with healthier snacking.
TBA's consumer insight unlocked a clear route for the brand repositioning, comms development and pack redesign and also a detailed product redesign brief.
The cross-functional workshops engaged global stakeholders and created alignment on strategic direction - outputs included detailed action plans for the brand re-stage and clear direction for the future innovation pipeline.
The Oven Baked brand re-stage has been hugely successful in driving brand growth globally, winning a PepsiCo ‘Chairman’s Award’ for excellence and impact.