Case Study: Global Diaper Brand achieves a unified global brand strategy with Kantar

Kantar developed a global brand purpose and growth strategy for SCA/Libero, accommodating local nuances

The customer, Global Diaper Brand, faced the challenge of unifying its many independent local diaper brands across seven different countries under one strong, cohesive concept. To address this, they enlisted the vendor Kantar, which utilized its Purpose Optimizer research to develop a global brand purpose and growth strategy.

Kantar's solution involved conducting immersive country sessions to identify key insights and local nuances. This process resulted in a single, resonant global brand purpose and a detailed migration plan for all markets. The strategy provided the client with a clear position to align its global and local teams, fostering better collaboration and driving plans for future category expansion.