The Travalo brand is a winner with its patented Genie-S technology and first mover advantage. It essentially created a new market for its portable perfume atomisers.
Over the years competition inevitably arrived in the form of products aiming to fulfil the same need. Some competitors were starting to grab significant market share with inferior products that nevertheless presented a more premium image.
Building the image of the Travalo brand was a logical step to defend its market share, and cement its position as market leader.
The brand building teams collaborated to methodically associate the Travalo brand with the sense of luxury mystique that characterises the fragrance sector.
Leadership asserted – The initiative positions Travalo as the premium brand, sold at a higher price point. The approach identifies the product as an affordable luxury rather than a handy gadget.
Methodical path to growth – Detailed guidelines enable in-house teams, crossover partners, and other creative collaborators to ensure the brand is treated with consistency and respect.
Strong storytelling platform – The product is presented metaphorically as a magical talisman of transformation. Campaign developers can apply Campbell mythology to create fantasy storylines similar to those used by scent brands.