Client: A Leading Multinational FMCG Company.

The Challenge: Looking for new opportunity territories for a green home detergent.

Methodology: Semiotics of Culture. Understanding mainstream and new codes for the new product positioning.

Performance: Leading to the values of an Ideal Eco-Friendly Home Detergent.

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Semiotics of Culture is a research field within semiotics that attempts to define culture from a semiotic perspective. Its importance is due to the creation of a perfect positioning within the consumers' culture.