
New Designs	Old Package	Hi-Impact FSI

Challenges

• Sara Lee asked Minkus & Associates to help them enter the air freshener category in the United States. The product they wanted to introduce was Ambi-Pur Bathroom, a high quality liquid fragrance in a glass bottle marketed as a solution for outlet-constrained European bathrooms.

Actions

• The key insight we gleaned from U.S. consumers was that they would use Ambi-Pur to "decorate their homes with fragrance," not as a solution to an odor problem. The product was a winner, with wonderful fragrances that were sheer yet noticeably subtle. They described the product as something that enhanced their homes, something with a strong emotional "hook."

• Thus, our design strategy was to create a sophisticated look reminiscent of high-end fragrance packaging to capture a totally different image from traditional air fresheners and to rename the product "Home Fragrance". We visually romanced the fragrances themselves in an unexpected way, further differentiating ourselves from products like Glade.

• In quantitative testing, consumers gave the package extremely high marks for appeal and communication. Retail sell-in was an overwhelming success, as the package design and visual imagery helped Sara Lee's sales force explain to the buyer why this product was unique.