Role: Design Manager and Art Director
Client: Reckitt Benckiser
Background: Mop & Glo declines exceeded the category at 10% while the wood floor segment continued to grow. The challenge is to drive purchase through shelf disruption and modernize the look of Mop & Glo at shelf. Mop & Glo is seen as dated, something my parents or grand parents used to clean the floor. With no media and limited marketing and trade support, packaging is the primary communication vehicle we can leverage to win at shelf.
Objective: Develop a breakthrough label for Mop & Glo that will make it stand out from the bottom shelf in a sea of Floor Care product. The label should include floor types Vinyl and Hardwood prominently. The key message should be “Cleans, Shine, and Protects”. New Label should communicate new brand message “One step Clean, Shine, & Protection”, be recognizable and clearly visible from the bottom shelf, give consumers a reason to purchase Mop & Glo and clearly differentiate Mop & Glo from other Floor Care Brands
Results: As Design Manager and Art Director I led a team of senior designers during the strategic creative phase presenting various concepts to the client that explored label substrate, flooring substrates, branding redesign, and optimal exposure and differentiation from competition on bottom shelf. This very successful launch and “modernization” of the Mop & Glo label led to quick a rebound for Mop & Glo and increasing U.S. market gains in this very competitive category.