Problem: Unilever’s Persil R&D and Marketing teams were struggling to create compelling claims for a new technological advance in their ‘Small & Might’ formulation.
Solution: Tear up the claims process rule book, and create a new process which was creative, differentiating, brand-led and motivating for the multi-functional team in its approach. Current and future brand-focused claims territories were developed using previous work plus inspiration from other categories as foundation stones. A Brand-led Claims Clinic and Consumer Insight helped to write a set of compelling functionally-led claims for the brand.
Success: The new claim for Persil Small & Might was launched in 2013, and heralded a great success by the team. A Claims Vision for the brand was defined, along with a Claims Funnel to bring the functional benefit to life across the next 3 years. Process has been adopted by other brands within Unilever, including Comfort/Snuggle and Dove, all having successful claims coming to market.