![]() ![]() ‘We always look for category-expanding products, and our research showed that there was an opportunity to take the brand outside the home, both literally and figuratively. Johnson & Son begins with pie-in-the-sky, eureka-type bursts of imagination that eventually get filtered down into marketable executions. Like other packaged goods companies intent on boosting incremental consumption of their products, Lee says S.C. ‘If we can get that average consumer who cleans their windows once a year or twice a year to do it that one extra time, we’ve increased consumption 100%.’ ‘Because of the ease-of-use, people are willing to increase their outdoor window cleaning activity. ![]() ‘We’re finding, on average, that heavy cleaners were cleaning maybe two times a year, once in the spring and once in the fall,’ says Dan Lee, product manager during the launch phase of Windex Outdoor at S.C. The plan is to drive incremental consumption in the $17.4 million liquid glass cleaner category and further Windex’s commanding 75%-plus share of the market. No ladders, no squeegees, no buckets – just aim, shoot and drip dry. Just attach the male end of a standard garden hose to the top of the specialized Windex Outdoor bottle and a Windex/water formulation shoots out of a nozzle at the other end, dissolving and washing away tree sap, street grime and other outdoor gunk. Johnson & Son want you to take it outside – its Windex brand, that is – with an extension to the glass cleaner category that adds new functionality to the familiar household cleaner.Ĭalled Windex Outdoor, this latest addition to the Windex line offers consumers easy, do-it-yourself exterior window washing.
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