Camay Soap is a brand with significant heritage. It was founded in 1926, and is coupled with an expansive global insertion, currently being sold in 60 countries. The Camay leadership team asked Girvin to support a positioning exploratory and "legendary" conception for a new global retelling of the Camay brandstory. And, in this instance, literally recalling the spirit of the original story - coupled with a new one, based on research and focus testing findings.
Partnering with P & G brand groups, as well as an agency handling the global advertising strategy, Leo Burnett | Beirut, Girvin worked on responding to a testing brief that showed that women in Eastern Europe, North Africa, India, South East Asia and Latin America all valued Camay's scent character.
In their own feelings, voiced throughout the world, women perceived themselves as leaders of their households, seductively remote -- even desirably "unreachable." Hence "the scent of a woman" positioning, which framed a telling that was arranged on a storytelling proposition that ranged through three thematic levels.
These levels are – one: a global psychic level – the woman as the "great mother," a figure of power and mystery; the second tier: a woman as leadership figure in the household, the feminine manager; the third level, which is the foundation for the messaging: the woman as unreachable seductress, as maximized in the phrasing "scent of a woman." Our storytelling focused on creating a global solution that could be effectively tuned per market, which P & G administers in massive vertical cordons in market planning. So, for example, our treatments of the story in Russia varied from North Africa, Latin America and so on – however, the look was consistent and coherently effective.
"All of the in-store strategy and design work came from Girvin's group. Our success was undeniable."
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