Neutral has long held the position as the expert brand in sensitive skincare in the home care market. It is also a market leader with a strong foundation in Denmark, but a challenger in Sweden and Norway. The rise and transformation of private labels have turned the home care category into a very competitive market. To address this, Neutral set out in collaboration with Kunde & Co to create a solid position in the market with its core message focused on sustainability, and introduced a new campaign to the Scandinavian market.
The campaign’s main focus was to build awareness about Neutral, and not the home care category in general. Neutral leveraged its position, proven heritage and its competitive advantage of being the expert in sensitive skin in an increased communication effort focused on the environment and the efficacy of its home care product range. Consequently, new messaging about the company’s product innovations within sustainability was introduced, such as the use of biodegradable ingredients and recycled plastic bottles.
To combine the messaging around sensitive skin with the focus on sustainability, Neutral introduced the analogy of the human body being like a glass. Every day our bodies are exposed to certain ingredients with the risk of developing allergies if the glass overflows. Through this analogy – one everyone can relate to – Neutral taps directly into concerns about the environment and sensitive skin, thereby addressing a large target audience. The main campaign element was a 20-second TV spot adapted to each Scandinavian market and versioned to be used on digital platforms, social media and digital out-of-home platforms.
Every day our bodies are exposed to certain ingredients with the risk of developing allergies if the glass overflows.
The campaign is one of many that Neutral and Kunde & Co have worked together on over the years. Since 1998, there has been a close collaboration regarding the marketing of hypoallergenic products in Denmark and later on in the rest of Scandinavia. The overall target has always been to strengthen Neutral’s mission to prevent skin allergies with fragrance-free and gentle products across product ranges for the whole family.
