Success Story - Laundry Care

Category Issues

  • Lack of unique selling proposition
    • Strategic confusion(shopper and retail trade)
    • No differentiation/presence at shelf
Success Story - Laundry Care

Category Solutions

  • Identified USP via attitudinal segementation
  • Created in-store section w/ demos, tab support, cross promos
  • Led to introduction of flanker items
  • Environmental Sustainibility
  • Marketing Results
    • Sales up +47% in first six months
    • Demos sold out/supported by pallet force outs
    • Brand repositioned nationally