PROCTER & GAMBLE OIL OF OLAY
Double the Business

PROBLEM: Client planned to double Olay volume but had a confusing and overlapping mix of competing products, targets and messages in development.

SOLUTION: Team developed strategic matrix. Each product was required to have a distinct target and benefit, and to feed back to the "mother brand."

RESULTS: Effectively launched line of six new Oil of Olay products, achieved record share of 32% (+3 points in one year). The strategic matrix was adapted as a worldwide strategic template, to guide product, R&D, and marketing decisions and make it possible to expand effectively.