Soft & Gentle

Our challenge was to inspire customers to join in and show that in a world which is increasingly unkind and competitive, kindness always wins out if you give it a try.

We took Soft & Gentle on an end-to-end journey, interrogating and refining the portfolio and overhauling their brand positioning.

We defined a year one communications plan to launch a new brand platform ‘Strength through kindness’ to drive brand reappraisal and provide a launch pad for new NPD.