Design Manager and Art Director
Client: Reckitt Benckiser
Background: Woolite’s Everyday sku looked to re-positioned their “Everyday” sku to Woolite “Gentle Cycle”. The sub brand “Everyday” was not clearly telling the consumer how to use this product leading to significant declines in market share. Woolite Gentle Cycle also needed to separate itself from the Woolite Extra Delicates Care sku which the consumer associates more with hand washing. “Gentle Cycle” sub brand succeeds in supporting machine use.
Objective: The Woolite brand team plans to drive sales of this sku mostly on shelf. Our team was given the opportunity to look at various spaces on the existing label that helped support the “Gentle Cycle” message by exploring various relevant garments inside the washing machine drum key visual, create various “for machine use” icons and help packaging pop more off shelf.
Results: Led a senior team of designers from strategic creative phase to pre-production and final production release to printer. Art Directed photo shoot of various “gentle cycle” targeted garments. Through clear key visuals and sub branding the chosen design clearly communicated to the consumer on shelf that this product is to be used in your machine for your gentle garments. This very successful relaunch led to recapturing the brands lost market share in this critical category for Woolite.