![](https://www.girvin.com/wp-content/uploads/2015/11/paint-border.png)
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.
![Camay Logo](https://www.girvin.com/wp-content/uploads/2016/07/Camay_dt02.jpg)
![Camay Body Wash Packaging Lineup](https://www.girvin.com/wp-content/uploads/2016/07/Camay_dt03.jpg)
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.
![Camay Marketing Collateral](https://www.girvin.com/wp-content/uploads/2016/07/Camay_dt04-05.jpg)
![Camay Soap Packaging Lineup](https://www.girvin.com/wp-content/uploads/2016/07/Camay_dt06.jpg)
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 Marketing Collateral](https://www.girvin.com/wp-content/uploads/2016/07/Camay_dt07-08.jpg)
“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