Comfort Intense Fabric Conditioners
Agency: PB Creative
Executive Summary
Comfort Intense was launched in the UK, FR, NL and Ireland in April 2015 as a new format in the fabric conditioner market. It's an ultra-concentrated fabric conditioner which offers improved performance (a more intense and longer-lasting freshness), using less than half the dose of existing fabric conditioners. Its success has been immediate and sustained over a one year period.
Designing the packaging for a concentrated product in a smaller pack and positioned at a premium price is a huge challenge. We believe one of the main reasons for Comfort...