Our work

Diversey: getting under the skin of the business to drive creative strategy

Client: Diversey

Scope: Research & Strategy, Creative, Video

Understanding the client

A global provider of cleaning and hygiene products, Diversey is a long-term client of CWA, working closely together on global creative strategy projects, product branding and key product launches.

With such a close working relationship we know the business inside out, which ensures we are in a good position to tackle (and often shape the direction of) complex briefs with creativity, across both B2B and B2C sectors.

Gathering insights and expertise

Our projects for Diversey are always built on strong insights, with extensive research and strategy often before our own internal briefs can be finalised. Campaign activations are commonly intertwined, with branding for individual products having to be considered against future products and range extensions, including B2B and B2C positioning considerations.

Our strategy and research activities have included focus groups, stakeholder interviews and extensive desk research, providing the market, audience and competitor insights needed to shape strategic development.

Diversey Sure Branding

Collaborating to meet objectives

Apart from our knowledge of the business and its markets, CWA’s strength for Diversey lies in our integrated strategic and creative approach. Once armed with the insights from our research, our creative teams are skilled at developing campaigns across multiple platforms, delivering brand identities and toolkits, brand assets, video animation and video production. 

Examples of this campaign approach for Diversey include untangling the challenges of recyclable SafePack pouches, an industry first as part of the company’s circular economy ambitions, and a comprehensive scoping exercise to inform Diversey’s approach to a business opportunity presented by the Single Use Plastic Directive.

We have developed new product identities across B2B and B2C (and crossover) markets, using strategic research to shape our creative outputs which have included market positioning, proposition, visual identity, guidelines, toolkits and packaging concepts – all whilst taking into account other factors such as regional sector, competitor and target audience differences and sensitivities.

Testimonials

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  • Working with CWA has been a game-changer for our SURE range of plant-based products. Their innovative and thoughtful design concepts not only captured the essence of what we envisaged for this brand, but it also resonated deeply with our target audience. The results speak for themselves – sales of SURE grew by an incredible 46% in 2023, making it our top-selling brand at Diversey for the year. We couldn't be more pleased with the outcome. A huge thank you to the team for their in-depth understanding of our vision and their unwavering dedication to our success.

    Lynne Snoding, Product Manager Kitchen Care, Fabric Care UK&I, SURE Europe, Diversey

  • I have thoroughly enjoyed working with CWA. They have made the process easy and enjoyable. Despite the word ‘easy’ seeming unusual, it is fitting. Having worked with numerous agencies throughout my career, I can honestly say that CWA stands out. They fully immersed themselves into our business from the start, understanding its needs, and finding the best solutions rather than just addressing the brief. They adeptly resolve issues and navigate corporate politics without fuss, while also not hesitating to speak up if we are heading in the wrong direction.

    In my role as Branding Creative Services Director for Diversey, my team inherited a project and turned to CWA after other agencies failed to deliver for almost a year. CWA quickly grasped the brief and after just one or two sessions with us, they not only solved our issues but also challenged some of our preconceived ideas that were not suitable. They delivered a comprehensive package, rather than just a ‘key graphic’.

    Always accommodating and willing to go the extra mile, I look forward to working with CWA again.

    Michelle Marment, Branding Creative Services Director, Diversey

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