Global Brand Purpose and Strategy Implementation

The Challenge

SCA had different diaper brands in 7 countries, each operating completely independently from the others.

Our Approach

We held country immersion sessions to identify potential insights and understand the current reality in each market.

We then conducted Purpose OptimizerTM research to determine the most resonating concept and the most relevant local nuances at the same time.

The winning brand concept was developed based on the findings. A brand purpose framework and detailed migration plans were created.

The Insight

One brand global purpose and growth strategy with successful local nuances for 7 markets.

A strong connection and shared growth strategy between the global diapers team and the local marketing leadership.

A Brand purpose based growth strategy that drives category expansion and innovation roadmap.

Aligned countries around and committed to new brand positioning.

The Impact

“With SCA going through major reorganization with a lot of turbulence the new positioning is binding the baby team together – making this team much stronger and more focused than the other categories.” – Nick van Holstein, VP Europe

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