From Zero to hero in the personal care category
In 2009, Sanex, Sara Lee’s leading and only global personal care brand had been banished to the bottom supermarket shelf after failed attempts to premiumise it.
What we did
Bringing together shopper and consumer insight we spotted the tension between mum and the diverse skin care needs of her family. This led us to Zero, an innovation platform that re-claimed the heartland of the brand.
Sanex launched Zero% which became the leading premium SKU in just six weeks and has since become the platform for an entire personal care range.
Industry Personal Care