Brand: Dep Hair Care, Lilt Home Permanents
Company: Dep Corporation
Problem/Opportunity:
Dep Corporation had acquired big-name products in long-term decline, including Lavoris mouthwash, Topol toothpaste and Lilt home permanents. Its market-leading hair gel brand, Dep, was drying up. The company had been using a promotion focused strategy and the biggest brands, Dep and Lilt, had suffered a 3-year, 33% revenue decline.
Solution:
Hazlin created strategic line extensions for both Dep and Lilt and fought for management approval to promote the brands behind the corporation’s first multi-million dollar TV advertising campaigns, driving a 17% revenue increase. Lavoris was re-positioned as a value brand, while Topol line extensions extended the brand’s leadership in tooth whitening. Overall group profit increased 50%.
KEYWORDS
- Strategic Problem Solving
- New Product Development
- New Formula Development
- Package Design
- Branding
- Corporate Strategy & Business Plans
- TV, Print & Radio Campaigns
- Financial Planning
- Advertising & Promotion
- Package Label Copy & Design
