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AroMetrics changes gears with retailer input

Valvoline adjusts a redesign of its AroMetrics car fresheners after gaining invaluable input from a major customer including a small 1/4-inch adjustment that made a big difference.

Pw 8131 3 Arometrics

What do you do with a ready-to-go redesigned package when a major customer makes further suggestions?

If you're Lexington, KY-based Valvoline, you change it, of course.

Working with its design firm, Group 4 (www.groupfour.com), on a major makeover to its AroMetrics line of car fresheners, the company had first conducted a national awareness and usage study involving 1,000 consumers. The study involved four new package versions, including the existing package used as a control.

AroMetrics marketing manager Julie Gondak says that feedback made the variables easy to prioritize. "What we heard was to dial up our point of difference for the 'refresh'. We’re limited in the space available to discuss the scent, the 'try me' differentiation feature, the brand, the form and how to use it, and the scent's longevity, so we had to be brutally picky about what to have on the package. Those were very tough decisions."

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