The Starwax brand is a leader in DIY cleaning products, but it has not spoken out for several years, and is being challenged by active competitors.
The Starwax brand is a leader in DIY cleaning products, but it has not spoken out for several years, and is being challenged by active competitors.
To succeed in "cracking" the ultimate motivations of the brand's buyers in order to feed a strategic reflection at the heart of the renewal of the brand platform.
We chose to talk to the brand's fans, those who prefer Starwax when they have a problem, and to take the time for an in-depth individual discussion, through 1h30 interviews. Then we worked in a workshop on the brand platform to isolate the strategic target of Starwax.
An identified target of "maniacs" which was used to build a new and exciting campaign.
Enriching offerings and providing a vision of the innovation strategy
