The Sure / Rexona brand has split its brand into Sure / Rexona for men and for women. The brand has always had a strong equity in efficacy and a masculine tone, so the positioning for the male brand was fairly straightforward. Our task was to position the female part of the brand globally.

Our work started with the output of a global workshop on hypothesised consumer insights.

Researching insights with consumers is problematic:

• A genuine and powerful insight can be rejected by consumers as they don’t like being told what to think – even though it’s true
• Many insights that could be an effective and motivating creative start point don’t motivate as a raw, simple insight
• And most importantly, the crucial issue is: can the insight when expressed creatively inspire consumers – showing them a raw insight with no creativity will never answer that question. This is where Adcepts are invaluable.

Each insight was expressed in multiple creative ways. Working with the global team, we created c.100 Adcepts to scope all the insights – giving each insight its best chance of successfully motivating consumers. The Adcepts were researched globally and the lead consumer insight and its expression used to shape the new brand vision & positioning.