The three chosen proposals were presented in group sessions of Ensueño and Suavitel users (there were two sessions each in Mexico City, Guadalajara and Monterrey) to ﬁnd out which one they preferred. With the client’s alternatives and in line with the strategy, the second stage was carried out almost concurrently with the ﬁrst, and a study was done to discover the brand personality. The participants were asked to draw a picture to determine what elements they identiﬁed as softening. The recurring images were ﬂowers and clouds, which the consumers associated with fragrance, softness, freedom and freshness.
64 65 results from the sessions
Of the seven proposals it was given, the client chose three. The ﬁrst two followed established concepts: one with the human touch portrayed by a family and the other with the feeling of well-being and lifestyle. The third selection featured a ﬂoral image.
Published on Jul 3, 2009