YOU

The children

Context

YOU is a house cleaning brand part of MAPA Spontex group. YOU propose a range totally in break with the category : a new generation of ultra efficient, safe and totally refillable homecare products made from 100% plant based active ingredients and biodegradable formulas. The best of both worlds gathered in a design and attrative packaging also in break with the category.

Idea

« Because there is life in every home », children illustrate the benefit of innocuousness and efficiency of YOU products? This first brand movie stages children full of life in a colored and modern home radically in break with all the traditionnal codes of the homecare category.

Results

- a launch noteworthy : a brand elected product of the year by the consumers in 2014 - enhancement of the impact and the emergence of the brand - assisted notoriety : 21% after the launch (vs 13% in 2011) - purchasing intention : 18%
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