Shower To Shower
Brand Extension to New Category.
Shower to Shower exists as a key player in the personal care category with deodorants, anti-perspirants and roll-ons.
It was decided to extend the brand to include a range of 3 body washes – still withing the personal care category, but diversifying into the bath sub-category.
To establish which brand assets would allow consumers to make the link between a familiar deodorant/roll-on and a new body wash.
To analyse visual cues and claims used by competitors, and develop a more compelling approach.
Retaining key brand assets (logo and STAYfresh positioning claim).
Creating a device communicating all 3 product benefits.
Creating fresh visual identities to convey variant freshness and colour coding.