Discover your next big idea at PACK EXPO Las Vegas this September
Experience a breakthrough in packaging & processing and transform your business with solutions from 2,300 suppliers spanning all industries.
REGISTER NOW & SAVE

Soft Scrub extends brand by changing cleaning behavior

Are you looking to create a brand extension?

Pw 3928 Soft Scrub Total Bath

If both the product and package meet consumer expectations for meaning, value, and lifestyle benefits, a fourth way of creating a successful brand extension is a real bonus. By identifying unmet needs in a category and doing holistic planning, creative teams can change consumer behavior with a well-designed package.

Dial Corp., a Henkel Consumer Goods Inc. company, is doing that in household cleaners. The company is bridging the bathroom-cleaner and toilet-care categories with Soft Scrub Total Bath & Bowl Spray. Though other all-in-one deodorizing cleaners for the bathroom are on the market, what elevates Total Bath & Bowl Spray is a package structure that simplifies product use and creates additional value.

“Structural design is the key element,” says Wendy Warus, vice president home care, Henkel International. Consumers quickly understand that this is a breakthrough cleaner because the bottle design combines the elements she loves about each of her current cleaner forms: the long neck of a trigger bottle, the trigger itself, and the angled neck of a toilet bowl cleaner.”

List: Digitalization Companies From PACK EXPO
Looking for CPG-focused digital transformation solutions? Download our editor-curated list from PACK EXPO featuring top companies offering warehouse management, ERP, digital twin, and MES software with supply chain visibility and analytics capabilities—all tailored specifically for CPG operations.
Download Now
List: Digitalization Companies From PACK EXPO
2024 PACK EXPO Innovations Reports
Exclusive access: Packaging World editor-curated reports revealing PACK EXPO's most groundbreaking technologies across food, healthcare, and machinery sectors. Each report features truly innovative solutions selected from hundreds of exhibitors by our expert team. Transform your operations with just one click.
Access Now
2024 PACK EXPO Innovations Reports