Procter & Gamble set out to restage the classic Camay brand. This was a global effort that would also see the introduction of new products, primarily Camay Shower Gels. We worked alongside Procter & Gamble to reposition the complete brand for the world market. The brand story was intended to capture the spirit, allure and mystery of women, one that would transcend cultural boundaries.
Our team rose to the challenge of strengthening this brand in a way that could speak to a broad cross-section of women anywhere. The brand was positioned to emphasize the beauty and power of femininity: key traits which resonated with women from diverse backgrounds around the world, locations such as Latin America, Eastern Europe and the Middle East. For the new product line of shower gels, we designed the packaging that included the bottle form, the graphics and the development of point-of-sale guidelines. Our work was recognized in June of 2004 when we received Procter & Gamble's Eureka! Award, given in recognition for excellence in global design.
"Your work is a GREAT example of 'learn fast - and - get it right'... they got it done..."
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