turn a flop into success?

Objective save an expensive project from being killed.

Challenge Unilever’s engineers had designed a revolutionary toothbrush with bristles mounted on tiny springs for the profitable «Gum Protection» segment. Its positioning tanked in research, and Revolution was about to be terminated.

Solution based on the popular belief that “everyone’s teeth are as unique as their fingerprints”, we renamed the product “Adaptor” and positioned it as the only that “adapts to the unique shape of your teeth”.

Results Adaptor went on to become the best-scoring concept in Unilever’s Oral Care history, launching at a 120% premium price. The engineers kept their jobs.

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