Strategy to consolidate a brand
Weleda is a German company with a consolidated path in the cosmetics and hygiene market, supported by proven efficiency thanks to its artisan production methods and its 100% natural components. The Weleda Bebé line was introduced in the market in 1960 with its first baby oil of Calendula, and in the Spanish territory has been present since 1992 being a reference of the brand at international level.
Weleda Bebé stepped into a process of reflection on the evolution of its brand with the aim of increasing its penetration in the Spanish market and connecting with a wider audience of women, supporting its strategy of growth in the national territory.
Throughout the entire process, a market research process was established, followed by different brand strategy alternatives, creative strategy and media strategy, with the aim of making Weleda Bebé a strong brand and retaining assets built along its trajectory and generate new ones that allow it to acquire a differentiated position and of leadership in the sector.