Interbrand helped Aussie sport a fresh new brand equity statement – Aussie Spirited Beauty.
But to organize its current hair care product line of more than 10 packaging structures, we looked to the consumer to put more bounce in Aussie’s brand and design architecture.
We asked consumers to build their ideal brand based on the new equity and proposed architecture.
Working with agency partners, we provided brand strategy, package graphic and structural design, print and promotion implementation, and analytics.
Aussie re-launched in January 2007.
As evidenced by 27 percent increase in sales growth, 18 percent in shipment growth, 11 percent in trial growth, 90 percent loyalist retention, and 25 percent growth in Wal-Mart sales over the previous year, the new look works.