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Iconic Ajax Brand Adopts a Flexible New Pack Attitude for Compostable Wipes

When appealing to Millennials and GenZers in the EU, even tried-and-true stalwarts like Colgate-Palmolive's Ajax can use a little refresher. The project represents the brand's first foray into the plant-based disinfectant wipes format.

The project represents the brand's first foray into the plant-based disinfectant wipes format.
The project represents the brand's first foray into the plant-based disinfectant wipes format.

Even iconic, recognizable brands like Ajax sometimes seek a fresh design approach to packaging when they introduce something new to the market. With the backing of brand owner EU Colgate (European Union), the well-known household cleaning brand recently launched a new line of plant-based, disinfecting disposable wipes targeting Millennials and GenZers. With a little help from New York-based brand consultancy Little Big Brands (LBB), the decades-old brand showed it wasn’t afraid to shake it up and target a younger demographic with bold pack design ideas.

β€œWipes are largely used by younger consumers that we discovered desired more sustainable solutions; this was one of their top pain points in using wipes, as they realized every cleaning action led to a wasteful tissue,” says George Kechris of the Home Care Brand Team at Colgate-Palmolive. β€œThis was also one of the reasons why some other people were not using wipes at all. In our Ajax Plant-Based Biodegradable and Compostable antibacterial wipes we were looking for a design that can convey sustainability as the core of the concept for those audiences to engage from far away from the shelf. As Ajax was not known on this format, we wanted that people discover first that there is a solution to their pain point, that this coming from Ajax, and this eco-look to come in a contemporary design that talks to this young audience and makes it so appealing to them that they feel proud to keep those wipes visible on the counter and not hidden on shelf, so at the end they can use the wipes even more convenientlyβ€”a format well known for its convenience.”

Since this was an entirely new product to the brand, there was no heritage or parent packaging to borrow from in tailoring a new pack to the product. The format is new to Ajax.

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