New package boasts 25% recycled content.
Best known for its original door-to-door sales force, Fuller Brush had already expanded into catalog distribution and a handful of online and retail channels. But it needed a makeover to penetrate mass market chains as well as appeal to younger consumers.
In 2014, as part of that strategy, new owners Victory Park Capital decided to replace separate 130-oz liquid and 10-lb powdered laundry detergents with a single reformulated liquid product that would be more concentrated to fit in a smaller container for easier merchandising as well as easier handling. Then they took a step they knew could make or break the initiative: creating a custom package for its new Stanley 100 detergent.
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