Challenge: Gillette developed a line extension from its White Rain brand of shampoos and needed to develop an appropriate name for the new line.

Objective: To determine the most appealing, appropriate and motivating name for the new line of White Rain hair care products from among the “short list” generated in an internal brainstorming session.

Solution: Through mall-intercept interviews, Plan-it evaluated consumers’ reactions to 3 alternative names in terms of appeal, appropriateness, uniqueness, interest in trying the products, and messages communicated about the products by the various names.

Result: Plan-it made recommendation for an optimal naming strategy for the new line and specific sub-brand “flavor” names that would most appeal to key target audiences.