The Starwax brand is a leader in DIY store cleaning products, but it hasn't spoken out for several years, and finds itself challenged by active competitors.
The Starwax brand is a leader in DIY store cleaning products, but it hasn't spoken out for several years, and finds itself challenged by active competitors.
Successfully 'cracking' the ultimate motivations of the brand's buyers to feed strategic thinking at the heart of the brand platform renewal.
We chose to talk to the brand's fans, those who turn to Starwax when they have a problem, and to take the time for an in-depth one-to-one discussion, with 1.5 hour interviews. Then we worked in a workshop on the brand platform to isolate Starwax's strategic target.
A target identified as a "maniac" that has been used to build a new, explosive campaign.
Enriching offerings and providing a vision of the innovation strategy
