Summary:

 

PROBLEM:

IF BRILLO REMAINS SOLELY IN THE KITCHEN, IT WILL CONTINUE TO LOSE THE BATTLE.

 

OPPORTUNITIES:

Capitalize on: BRAND LOYALTY & STEEL WOOL MARKET

 

BRAND STRATEGY:

BRING BRILLO BACK TO ITS STEEL WOOL ROOTS AND REFOCUS ITS CORE FUNCTION AS A FLEXIBLE TOOL.

 

INSIGHT:

IN THE EYES OF THE MAKER, IT’S NOT THE FINAL PRODUCT THAT GIVES THEM PRIDE. IT’S THE PROCESS OF DOING THAT IGNITES THEIR PASSION. 

 

CAMPAIGN STRATEGY: 

CELEBRATE THE FANATICS BEHIND BRILLO.

 

CONCEPT: 

DEFINED BY DOING.