In the household insect control category, consumers are particularly concerned about the toxicity of products in relation to their families and pets. While most brands promised maximum efficacy (“elimination”), only a few worldwide managed to establish a strong positioning based on protection (“protective shield”). This project involved transferring the knowledge gained with brands such as “GoodKnight” in India, “Vape” in Italy, and “Pyrel” in France to other brands with sufficient brand equity to move in this direction. In addition to bold adjustments in brand positioning, it also entailed an innovation plan aligned with this new strategy.
The role of the Global Marketing and R&D teams in Barcelona, Mumbai, and Seoul was essential for its development.
