Emotional Connection with Laundry Brands

Implicit Testing of Fragrance

The Challenge

To retain loyal customers and attract new ones to a leading laundry liquid brand by maximising the focus and impact of on-pack and brand communication.

The Solution

Our SynaSense™ approach, which combines implicit profiling and explicit techniques, was used amongst users and non-users to pin-point the emotional and functional messaging cued by the liquid’s fragrance and define how this was different to that of a key competitor.

The Outcome

The liquid fragrance generated emotions such as caring and friendly and long-lasting, all-day freshness. The competitor had a more functional profile being linked to feelings of cleanliness, reliability and toughness on stains.

These findings were used to modify the marketing strategy for the liquid and the wider range of the brand.