Case Study: Cushelle achieves stronger brand reappraisal with Finn’s Strength through Kindness campaign

Cushelle launches Strength through Kindness in year one with Finn

The customer, Cushelle, a household FMCG brand, faced the challenge of increasing market penetration in a crowded category traditionally driven by product efficacy. They partnered with the vendor, Finn, to develop a strong new brand proposition.

Finn implemented a new brand platform titled 'Strength through Kindness', which included campaign concept development and emotional positioning. This solution aimed to demonstrate that choosing kindness wins in a competitive world. The results included a successfully defined year-one communications plan that drove brand reappraisal and created a launch pad for new product development.

Cushelle