TITLE

Insight: Case Study - Scholl gets YouTube star to sell foot file

AUTHOR(S)
Li, Benjamin
PUB. DATE
June 2014
SOURCE
Campaign Asia-Pacific;Jun2014, p48
SOURCE TYPE
Periodical
DOC. TYPE
Case Study
ABSTRACT
When Reckitt Benckiser brand Scholl launched a new product, Scholl Velvet Smooth Express Pedi Electronic Foot File in April, it wanted to position it as a 'terminator' of hard, ugly skin. The brand wanted to reframe how women view the foot-care category by offering them a quick and easy way to keep their feet smooth and looking great.
ACCESSION #
96648135

 

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