SCA (Libresse)
Viewing innovation through a sustainable lens
Background
Clownfish worked with the feminine care brand Libresse in 2008 and 2009 to develop and launch their sustainability communication "Eco Actions" in Europe; helping to position Libresse as a more environmentally friendly brand. Following this, the Libresse team were keen to identify sustainability concepts, based on global consumer insights and brand values, which would resonate with their audience and lead to the development of long-term claims and product development for all SCA Feminine brands.
The Challenge
To develop a number of sustainability concepts that could be put forward for consumer testing that will help further position SCA's feminine brands as global leaders in sustainability innovation and communications.
Our Response
In late 2009, the Clownfish team prepared, facilitated and participated in an Innovation and Insight workshop with senior brand management across all of SCA's feminine brands. Our aim was to collaborate with and inspire the brand teams to develop 'Big Ideas', that fit with the brand's core values and that identified potential areas of interest which would provide new, strong and innovative environmental claims and concepts. We also looked at ways in which we could reinforce existing ideas and messages and communicate these more effectively, whilst ensuring that all these ideas reflected both the wider context of the competitive market and consumer's evolving needs.
Results
Whilst we can't reveal the actual outcomes of the workshop, we can reveal that together we were able to:
- Analyse competitors, consumers and areas of sustainable development
- Uncover areas of interest for further investigation such as consumer education and ethical profile building
- Build a framework for each area that enables integration with the brand - providing context, executional ideas, key messages and proof points
The final sustainability concepts are due to be tested in Spring 2010 in partnership with the different regions.
Services
Visioning and Innovation * Campaign and Movement Creation
