In 2015, Unilever launched the Zendium brand on the French market, after having already proven its success in Northern Europe. As the market leader in family toothpaste with the Signal brand, Unilever wants to position itself on the promising segment of therapeutic toothpastes in supermarkets and hypermarkets. For the launch of the Zendium brand, a complete range is being introduced on supermarket shelves, supported by a solid advertising campaign.
One year after the launch of the Zendium brand, marketing teams are seeing mixed results. It is now time to analyse and make recommendations to ensure the brand's success and enable Unilever to establish its leadership in the French toothpaste market.