A five year innovation roadmap

challenge Having developed a new global innovation strategy for the laundry brand SKIP, the brand team wanted to explore and confirm the relevance and potential success of this strategy in Argentina, one of the key brand markets for Unilever.

solution The project consisted of a category and competitor review, accompanied by a series of qualitative focus groups, all held in Buenos Aires. We recommended a variety of ways to optimise the strategy and the implementation, based upon our local market insight.