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Agency: Space Doctors - UK.

Client: Procter&Gamble.

Main objective: To help P&G’s innovation/R&D team through identifying new conceptual ideas and new language that the P&G brands can use across their marketing.

Methodology: Semiotics of Culture.


Performance: Leading to a new positioning for P&G brand (Dolce&Gabbana) in cosmetics.


The central benefit of Semiotics is that the directions for innovation on communication, product, packaging, arise from the study of consumers’ experiences and lifestyles. 

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