You should be intimidated when you take on the challenge of guiding a household name. HG has almost complete spontaneous awareness, built an incredible reputation for doing exactly what it promises, and has over 300 products, for which an average of 2 are in every single household in the country. It’s a success many brands dream of and yet together, we needed to find the room for improvement.
That room came from recognizing its greatest strength as its weakness, HG solves problems, specific problems, better than anyone else. However this status as a problem solver was creating a ceiling on sales. We needed to find a way to open up the portfolio to people unaware of the scope of solutions on offer.