The global team had developed an innovation inspired by business necessity rather than consumer insight or need. The innovation has not been launched yet, so must remain confidential.

Our task was to find a consumer need or hook for the innovation to make it compelling.

Much regular research had been done on the project and it had received at best a lukewarm reaction. We used our Adcept Methodology to create and re-present different areas for the innovation.

The Adcept Methodology allows us to create more realistic and compelling stimulus. This meant it was worth revisiting some areas that had been previously rejected as boring or irrelevant. When re-presented through Adcepts in the humourous spirit of the brand there was a breakthrough, consumers could see a relevance and appeal in the innovation for the first time.

With this knowledge it allowed the Axe / Lynx team to develop both the innovation and communications brief to exploit the most compelling area and to give the innovation genuine consumer appeal.