NEWS23 March 2011

Rachel Lawes on rebranding Charmin

Features

SCA bought the European rights to Charmin from P&G. The sale came with conditions: within three years, everything that made the brand recognisable had to be changed, including the name and bear mascot. In the UK, SCA rebranded Charmin with the help of semiotics and, against all predictions, sales increased.

Video:

Rachel Lawes on rebranding Charmin

@RESEARCH LIVE

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