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- Client: Whirlpool Corporation
- Category: Appliances, Cleaning Products
“We’ve developed a breakthrough, convenience product to remove odor-causing residue that can build
up in High Efficiency (H-E) washing machines. This is an opportunity to define and lead a new category of care for buyers of H-E washers… by helping them keep a clean and fresh laundry room.”
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
