INDUSTRY. Household consumables.

CHALLENGE. Despite unshakeable loyalty with its core users, Suavitel had limited appeal in the mainstream. It needed to broaden its appeal, and for that, it needed a powerful hook.

WORK. Through conducting focus groups, I unearthed big emotions around pets (and their fur!)—that was the key to a new product concept focused on the bond between folks and their furry favorites. Mirroring consumers’ language, I crafted messaging and claims that positioned Suavitel as a laundry hero for people with pets.

Agency: Consumer Dynamics