P&G | Camay
The Camay leadership team asked GIRVIN to support a positioning exploratory and legendary conception for a new global retelling of the Camay brand story.
GIRVIN worked on responding to a testing brief that showed that women around the world all valued Camay’s scent character, but perceived themselves as leaders of their households, seductively remote—even desirably unreachable.
Our work focused on creating a global solution that could be effectively tuned per market, while keeping the look consistent and coherently effective. The scent of a woman positioning was arranged on a storytelling proposition that ranged through three thematic levels. The first is a global psychic level—the woman as the great mother, a figure of power and mystery; the second level: a woman as leadership figure in the household, the feminine manager; and the third level, which is the foundation for the messaging: the woman as unreachable seductress, as maximized in the phrasing scent of a woman.
“Camay has history in both the US and the European markets, particularly in the UK. P&G set out to build renewed brand equity in emerging international sectors with new product development in shower washes. Part of our challenge was to find the right index for marketing a new formulation. Working with Leo Burnett Bierut and GIRVIN’s group we wrote a story that we tested in all our markets, based on scent. GIRVIN’S team, with Burnett, helped to make this concept a global reality. And much of what we accomplished needed to rely heavily on packaging and merchandising. All of the in-store strategy and design work came from GIRVIN’s group. Our success was undeniable.”
Ted Keegan | Global Brand Director