Transforming a bar of soap into a thought leader

The challenge

  • Drive aggressive growth
  • Become an iconic masterbrand with a purpose
  • Develop a relevant social mission

The process

  • Leadership enrolment through a customised development programme
  • Set up and led external Advisory Board
  • Facilitated external partnerships
  • Created free self-esteem resources
  • Led global employee volunteering days

The outcome

  • 13 million young people have used resources
  • Measureable consumer preference for products = huge sales
  • Unprecedented publicity
  • Government bodies are partnering