How can more people be persuaded to buy stain remover? Insight told us customers mainly care about keeping whites white. So we split the product into two offerings, with one just for the whites wash. White packaging and evocative language, such as ‘crystal white’, completed the new look. The result? A £500m increase in revenue.
The cleaning product market was flat. Our year-long analysis showed deep cleans relate to a family’s social calendar. ‘Spring cleans’ don’t just happen at spring. They also happen at Christmas and before and after the school holidays. The answer? Use the right message and deal at the right time, then wait. The result was a 17% increase in sales with no new product development.
How do you make a cleaning brand aspirational and win over millennials? Our insights show Gen Y want to make behaviour changes they can see make a difference, and use language such as “100%” or “zero %” when discussing products. The answer? Too Good To Waste washing-up liquid, comprised 25% waste from the beer brewing process in a 100% recycled bottle, made in a zero waste factory.