+500bpsGross Margin Uplift
#1Fastest Growing Brand (3 Years)
€500M+Brand Value (2010)
1. The Strategic Core: "Real Lemon Magic"
We unified 20+ markets under one Global Brand Key. We defined the brand essence as "The magical alternative to ordinary washing-up."
2. Structural DNA: The Physics of "Touch & Squeeze"
We migrated from PE to PET, re-engineering the bottle to create a proprietary "Structural DNA":
- "Lemon Through and Through": Transparent PET to show product purity.
- "Touch Me, Squeeze Me": Ergonomics for "gripability."
- The "Heart Transplant": Ribbing structure to increase line speeds.
3. The Sensorial Codes: A Unified Language
Core Colors
Pantone 382C (Green) & Yellow.
Visual Identity
The "Shineburst" Logo and "Bubble Swoosh".
Fragrance Strategy
A signal of "Natural Cleaning Power."
Auditory Code
The "Squeak" of clean.
4. The "One Wipe" Revolution
We moved beyond generic claims with a torture test: "Turbo Degreasing in One Wipe."
5. Market Creation: Project Kabaddi
We launched the Vim Bar and sachets to bridge the gap with non-users in emerging markets.