Building A Bridge To The Future With Next To Nothing
In its divestment from Unilever, Suave-the 87 year, nationally beloved personal care brand-was left in a lurch.
Suave
The Client
- Company
- Suave
- Website
- somossuave.com
- Industry
- Marketing And Advertising
About Suave
com). Based on the domain name 'somos suave' (Spanish for 'we are smooth/suave'), this appears to be a company with Spanish/Latin American market orientation, but specific business operations, offerings, and market position cannot be determined without accessible website content.
The Challenge
In its divestment from Unilever, Suave-the 87 year, nationally beloved personal care brand-was left in a lurch. As the company made its transition out of the Unilever family to establish itself anew, radio silence from a marketing standpoint was not an option.
The problem? Existing collateral was painfully outdated and, in many cases, ill-conceived from a creative standpoint. How could the brand maintain immediate relevance with little-to-no assets in the context of a major organizational transition? Chameleon Collective.
Our Approach
A team of expert Chameleon creatives was assembled that immediately began taking stock of existing resources, listening to the urgent needs of Suave's marketing leadership, and concepting new creative content from aging assets.
In the process, Chameleon's team helped inspire an instant shift in Suave's brand
tone-modernizing and beautifying it with cleaner visual design and clever, colloquial copy.
Starting with Dollar General in-store displays, Chameleon's involvement quickly ballooned into larger expressions with several different digital advertising campaigns, new TV national spots miraculously salvaged from near-unusable video footage, and stunning displays in the mecca of American advertising: Times Square.
The Impact
Consumer engagement with the content exceeded expectations, and even in the midst of a fast transition, saw increases in product sales. Under Chameleon Collective's watch, Suave's 87-year reputation for dependability didn't falter.
From Dollar General to Times Square: showcasing the adaptivity and agility that defines the Collective, our team stood in the gap for Suave's iconic brand and built a bridge to the future-from next to nothing.
The Work
Featured Expert
The Chameleon who led this engagement.
