Campaign details
Brand: LuxBrand owner: UnileverAgency: FP7 McCann CairoMarket: EgyptIndustries: Bath toiletries, soapMedia channels: Events & experiential, Online video, Public relations, Social media, Word of mouth, influencersBudget: Up to 500k
Executive summary
Post-devaluation, with Egyptian consumers being a great deal more price sensitive, soap bar brand Lux was faced with a challenge as it was priced at a premium with no clear differentiator, despite the fact that it was initially targeting a specific SEC that was fine about paying a premium for a brand that was relevant...