Clorox sought a unified positioning for Scentiva, its line of premium-scented cleaning products, and they looked to launch with a focus on their newest product in the line, a floor mopping cloth, in order to directly compete with Swiffer, the category-defining competition that dominates that space.
Ultimately, we made the strategic decision to launch Scentiva as a sub-brand of Clorox which hadn't earned the right to play in the premium-scent niche. Thus by focusing on building the Scentiva brand, and focusing on its premium-scent, Clorox could earn that right while passively reassuring customers that the product's effectiveness will be built-in due to the Clorox brand.
- Project Roles
- FCB West
- Brand Strategy, Creative Research, Strategy
- Brand Identity, Commercials - Broadcast, Commercials - Video
- Project Industries
- Lifestyle, Packaged Goods