A big Clay Street success story was P&G's Herbal Essences brand. After it was acquired from Clairol in 2001, sales plummeted and the brand was floundering so badly that retailers were threatening to no longer stock it. A Clay Street project was convened to find a way to resuscitate the brand and improve sales. The team agreed to target a hypothetical consumer who was in her late teens to early 20s and active, fun-loving and drawn to the brand's appeal to those interested in natural ingredients.
Cincinnati Enquirer
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