Concept Learnings: Identifying ‘Distinct’ and ‘Eye-catching’ Concepts for a Hand Dish Soap (Liquid) Brand

Industry : CPG

The client regularly conducts concept tests with the help of Nielsen for testing the initial consumer potential and launch-readiness of new concepts. Yet the client’s dish soap brands had consistently struggled with ‘Attention Catching’ (AC) and ‘Distinct Proposition’ (DP) which were impor...