Whilst Suave Men's four hero products continued to be tried and trusted by men, the key brand message - simple, active cleaning with great fragrance - had long since been drowned out in-store.
So we washed away the ubiquitous and outdated touch, outdoors, alpha male imagery and found a more sensorially engaging way to communicate fragrances. Via subtle hints of cedar, spice, musk and sandalwood, each hero product was formulated to better meet the needs and preferences of today's man.
On the outside, the bottle's colour was changed for a richer Suave blue. This merged seamlessly with the product label that, by bringing colours, shapes dimension and movement together, characterises the clean, invigoration scents of Suave Men. Finally, the use of transparency for each of the four hero product names - Refresh, Quench, 2in1 and Sport - helped to deliver a greater sense of dynamism and, ultimately, secure on-shelf standout.
SHOPPER MARKETING, CREATIVE STRATEGY, VISUAL IDENTITY