TASK
Modernization of the traditional CD brand, differentiation from the competition, assertion against the high spenders in the personal care market.
OBJECTIVE
Grow twice as fast as the market. Acquire new buyers. Rejuvenate the target group. Give new meaning to the claim “I only let water and CD touch my skin”.
IDEA
We position CD factually and psychologically: “Focus on the essentials.” We develop the CD “REINHEITSGEBOT” and the uncompromising renunciation of controversial ingredients. With Katja Riemann, this clear stance is given a prominent and credible face that offers a high identification potential for self-confident women of all ages.
RESULT
- Significant increase in recognition thanks to the campaign with Katja Riemann
- Credibility scores of over 80% - on a par with Dove, Weleda and Kneipp
- Among women over 40, even industry top scores for branding and credibility
- Successful introduction of new segments such as hair care, Bronze EFFIE 2015 for the CD Purity Law
