Situation:

While revered as a family company, SC Johnson recognized that it needed new bridges to connect with their Future Consumer. A halo of trust and heritage wasn’t enough to carry its brands forward.

Challenge:

Families are stressed, fraying, and reconfiguring. Big companies and their once-revered brands are now seen as perhaps too massive to address evolving individual needs. What’s more, consumers are prioritizing the health of our planet in peril and are abandoning the iconic brands of their youth for newer, greener options.

Solution:

SC Johnson must evolve from simply stating who they are:A family company) to advocating  for whom they serve: A company for families. This pivot from identity to action placed  a laser focus on the new needs of their audience proved vital to success. By deliver against tomorrow’s burgeoning opportunities, SC Johnson was ready capture relevancy and grow its younger base.

Results:

Specific implementation metric cannot be published.