CADUM

« Your skin needs so much love »

The Challenge

How can a mono product brand reconnect with growth in a declining market (solid soaps = -4%/yr)?
How to extend the target reach to recruit a younger consumer base?
How to evolve brand perceptions to gain relevance for families (Cadum = a legend with a strong “baby” bias)?
How to succeed the brand leap with very limited marketing funds?

The Process

Identification of new, high potential growth segments (IRI Data)
In depth consumer insight research (focus groups)
Brand and target repositioning
Brand idea development and execution throughout full marketing mix

The Results

Successful brand revival and entry into shower gel market   (regained N°3 position in France in 2010)
Brand extension into baby care (N° 2 position) and intimate care
Sales growth from € 4M to over € 65 M after just 8 years

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