Bic Soleil, one of the disposable shaver category’s most successful brands, wanted to strengthen their brand, understand their key audience groups and what was influencing their purchase decisions to drive sales.
After engaging in one-to-one interviews with 12 senior stakeholders across the global business, we generated a selection of insights, benefits & RTB’s for 3 new typologies that we believed the brand’s portfolio could resonate with.
We then held a 2-day co-creation workshop in NYC with the wider Bic team and ‘creative’ consumers (who reflected the typologies uncovered as critical to brand success).
By developing rich consumer insights, our magicians set to work on creating a number of compelling stories to test in qual groups across the US, in addition to consumer ‘shop-alongs’ with friendship pairs.
The winning route has resulted in a more focused brand message - which can easily be adapted across all comms channels, as well as a more memorable & meaningful brand experience – for consumers AND stakeholders alike.