‘all’ Fabric Softener
‘all’ Fabric Softener
Citrus Breeze Line Extension
Fabric softener extension of the ‘all’ brand
This project marked Unilever’s first step toward building a portfolio of matching fragranced detergents and fabric softeners.
R.BIRD developed the ‘all’ Fabric Softener packaging design and branding with original illustrations for Clean Fresh, Fresh Rain, and Citrus Breeze scents in dryer sheets and “ultra” liquid forms.
Why?
- leverage consumer loyalty to “all,” the smart shopper brand and a good candidate for this launch
- add perceived value by matching detergent and fabric softener fragrances
- absolutely why not?
Did you notice?
- everything’s moving as though in a breeze
- each package face repeats “fresh” 3 times
- only the logo, product and variant names are treated with dropped shadows
- prominent benefits affirm that this is not a detergent.
An R.BIRD Note
Nothing is more powerful - and more quickly copied - than experiential marketing done well.
