Project Goals
• Launch a new home cleaning category and build a successful product line.
Of Note
• Breakthrough, convenience product to remove odor-causing residue that can build up in High Efficiency washing machines
• Our PROCEDE® process discovered three, complementary platforms for brand development, from which 19 valid, actionable brand & packaging concepts emerged.
• Brand mark character, colors and packaging design elements connect with performance, confidence and environment – the key functional and emotional positioning strategies for the brand and product
• Unit sales of the first brand product at launch (one million plus) exceeded all expectations
• Sustained growth year-over-year and an extended brand product line
