Working with companies like Clorox, Weber, Jergens, Fellowes and Post Cereal brands provided a first hand look at the competitive world of brand packaging. From sitting behind the glass during consumer research testing to brand strategizing against in-store shelf competition, the many months of planning and preparation to promote a single product proved to be a fascinating process.
Sometimes a company’s brand power can work against them. In the case of Clorox FreshCare, which was to be a competitor of Febreze fabric refresher, our team learned it would be necessary to move away from the Clorox red chevron identity by creating a more subtle, secondary identity. Additionally, focus groups felt more inclined to use a color-safe product if the bottle was clear instead of white. Still, in the end, Clorox FreshCare only lasted 6 months in stores. To this day Clorox is, by far, the leader in bleach and whitening products but they do not offer a fabric refresher product line.
