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.”

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