The personalization of a packaging was a successful turn-around on brand awareness and sales for an iconic brand. Deep analysis of target-group(s) and cultural trends guided the development of product launches and yearly summer sales campaigns - concept, testing, execution and media - in more than 40 countries around the globe.

The main challenge was finding the common sweet spots for the key target-groups, parents and their kids, be it in the look & feel, be it in the messaging, without losing sight neither of peripheral consumers like youths, nor of cultural & tech trends, such as the main happenings of a year or new media channels.

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