Challenges

• Gain the consumer insight needed to tailor a successful European toilet bowl cleaner and freshener for a successful launch into the U.S.

Actions

• Minkus & Associates worked as a research partner with Sara Lee during the entire process, from initial in-home product testing and concept evaluation to positioning refinement and copy testing.

• Our consumer research identified the insight that resulted in:

  • A differentiated and powerful 2:1 product positioning
  • Four fragrances with strong appeal
  • Broadly appealing packaging graphics
  • Powerful and motivating advertising that showcased the unusual product form and 2:1 benefits in a motivating way
  • Launch of several successful line extensions


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