Drypers, the diaper brand of SCA Hygiene, needed to expand its market share in a fiercely competitive market space by addressing perceptual legacy issues about quality and brand premium.
The brand aimed to recoup its leadership position in the diaper market in Singapore, which had been lost two years ago.
While most other brands in the...
- Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
- Unlimited website access*, and an archive of more than 70,000 articles
- Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
- Daily newsletters and breaking story alerts straight to your inbox
- New weekly feature articles on the latest research, innovation and marketing trends
- Be the first to hear about industry events