Achieving brand recognition in a price driven market
Hand washes and sanitizers have a unique marketing challenge. Because they have been traditionally sold at a competitive price point, often through discounting, brand recognition and consequently, brand loyalty is difficult to achieve.
So Cuticura came to us with an opportunity to use our Festival Experts initiative to improve their brand awareness. While testing a ‘paid trial’ was always an objective, we felt that it was equally important to give Cuticura a positive, witty image, a strong visual presence and the chance to engage directly with consumers.