cases

turn a flop into success?


Objective save an expensive project from being killed.

Challenge Unilever’s engineers had designed a revolutionary toothbrush with bristles mounted on tiny springs for the profitable “Gum Protection” segment. Its positioning tanked in research, and Revolution was about to be terminated.

Solution based on the popular belief that “everyone’s teeth are as unique as their fingerprints”, we renamed the product “Adaptor” and positioned it as the only that “adapts to the unique shape of your teeth”.

Results Adaptor went on to become the best-scoring concept in Unilever’s Oral Care history, launching at a 120% premium price. The engineers kept their jobs.

Leave a Comment

Chaco Quarterly

Short, actionable insight from extraordinary sources.

"Because one must distinguish between Information, Knowledge and Wisdom"

The Chaco Quarterly is our mad attempt at countering ever-growing oceans of Information with drops of Knowledge distilled from our work with some of the world most remarkable people.

Designed to make you smarter than Instagram and happier than the news, each CQ provides 90 seconds of advice from an extraordinary individual, one selected quick read from some the world most reputable sources, and a Chaco paper with unusual yet practical perspectives on modern business.

Want the Chaco Quarterly?

Short, actionable insight from extraordinary sources.
Because one must distinguish between Information, Knowledge and Wisdom.

The Chaco Quarterly is our mad attempt at countering ever-growing oceans of Information with drops of Knowledge distilled from our work with some of the world most remarkable people.
Designed to make you smarter than Instagram and happier than the news.