WAPROO
PRODUCT DEVELOPMENT
Business Brief
Waproo have been making shoe polish and other shoe care products since 1945 and wanted to modernize its product.
Marketing STRATEGY
Maintaining their conservative heritage, IQ3 ‘tweaked’ the image to expose it to a new younger market.
CREATIVE STRATEGY
A promise of benefit headline was added reading ‘Waproo. Like New’ with the support line ‘Caring for shoes since 1945.
