To strengthen the relevance for Softan by introducing an added differentiated benefit that will edge its competitors (Daia & Downy).
Retain existing users and regain drop-outs from competitors users.
Shift consumer’s mindset that with the new innovative solution anti wrinkle product, mothers can spend less time on a consuming tasks and more time with their family.
The new Softlan Anti-Wrinkles product:
- Retains its best-ever preferred fragrance variants
- Still has the same longer lasting fragrance
- Reduces wrinkles by 45% making ironing easier & faster
- More time saved to spend with the family
Art Direction, Advertising, Creative Direction
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