Verve is Kingfisher’s own brand for gardening. As a product-brand, it claims expertise almost as wide as retailer-brands, which makes it a generic brand without uniqueness confronting to competitors. Our challenge is to review the brand platform with a new positioning and to differentiate the brand from the market. Our solution: Emotion is the key. Verve is repositionned as a brand of reward. We believe that gardening is a journey in itself and nature always rewards the efforts. With this new strategic idea, the image of the brand becomes more lively and entertaining to show the fun and rewarding aspects of gardening.