How to keep Dominance in a highly competitive segment?

After the amazing success story of White NOW – launched in 2008 and now segment leader in over 40 countries – the client asked: how can we keep our dominance? After establishing a means of improving the instant-whitening technology, we began the journey of wrapping this new product in a brilliant concept.

BCR helped facilitate the process of global recycling, stretching from Europe to China, using FOPPER® technology to develop the winning concept: GOLD, with triple instant power.

Since it’s launch in 2012, the product has been flying off the shelf. According to the French trade, they’ve never seen a stronger uptake after launch.



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