Campaign Name: Tough Men
Behavior Change: Convince men to use the sensitive range rather than compromise their skin to the pervading cultural macho-ism.
Spring Board: With 50 wins, a prison record and an ear-biting scandal, Mike Tyson has no problem claiming “I am too a sensitive person”.
Creative Idea: Tough Men Choose Sensitive.
Results:The range saw 66% growth across the region, as well as establishing itself as the #1 range for sensitive skin at Carrefour, overtaking the dominant category leader.