Soft Scrub extends brand by changing cleaning behavior

摘要

Are you looking to create a brand extension? If both the product and package meet con-sumer 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.rnDial 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,rnwhat elevates Total Bath & Bowl Spray is a package structure that simplifies product use and creates additional value.