Henkel NA Leverages In-Home Tests to Revolutionize Laundry

Scottsdale, Ariz. -- Henkel North America set out to change the way people do laundry.With the introduction of the new Purex Complete 3-in-1 Laundry Sheets, the company needed to explain to shoppers that each sheet contains detergent, softener and anti-static, eliminating the need to buy each product separately. A 360-degree marketing campaign spread the word through displays, blogs, and even introduced an entirely new packaging shape to the category so as not to confuse shoppers.Over a period of five years, Henkel conducted consumer market research and thousands of in-home tests with American consumers to confirm the need for 3-in-1 laundry sheets. Through these and other qualitative and quantitative research methods, the company discovered such information as 43% of women dislike how long the laundry process takes, and 35% of women find liquid detergents messy."For a new, innovative product like this, you've got to have quantitative [research] along with qualitative, there's no question," says Amy Everman, brand manager, shopper marketing. When doing the research, consumers were very skeptical of the product, she says. "They're used to liquid detergents, so to convince them that a sheet is really going to get their clothes clean is a hurdle for us." The in-home testing enabled consumers to see how the sheet works: that the detergent, which is the blue portion of the sheet, actually releases in the washing machine; and that the sheet releases softener and anti-static when transferred to the dryer."Another thing with all of the in-home testing was making sure the fragrance followed through the entire cycle, from the wash to actually folding your clothes," Everman adds. Henkel's educational marketing campaign began with "coming soon" neck hangers and detergent caps on existing Purex products a few weeks before the sheets hit shelves in mid-May. The company also sent out a teaser to members of its target audience -- moms with young children -- telling them the product was coming soon and asking them to blog about it and share with friends. From there, TV, print, digital and in-store elements debuted to explain to consumers what the product is and how it works."It's important to educate consumers early and often, especially with a new product as innovative as [this]. If consumers are not clear on the benefits of the product, we risk losing them," Everman says. "Because it's a new product form, you have to engage with the consumers at every touchpoint."One of the campaign's biggest areas of focus is in-store, with floor displays for in-aisle placement in supermarkets and PDQs for endcaps in drugstores and mass merchants. In addition to displays, produced by Winston-Salem, N.C.-based Alliance, a division of Rock-Tenn Co., Henkel is using FSIs and coupons, advertising on participating retailers' websites, and working with them to gain placement in their internal communication vehicles and on other in-store materials. TFI, Irvine, Calif., handled these customer-specific shopper marketing efforts. Additional coupons and educational materials, which Everman calls "invertising," can be found inside the package. For this launch, Henkel is working more closely with retailers than it has for previous Purex launches, asking them, "How can we partner with you to make this successful for all of us?" Everman explains. The company also went into stores to educate its employees about the product, so "when the consumer does come into the store, employees can clearly speak to the simplicity of the product and its benefits, encouraging consumers to try it out."Every marketing element shows what the product is and how it works, usually featuring a product shot and graphics depicting detergent, softener and anti-static. Other iconography includes a washer and dryer, illustrating that the sheets transfer from one to the other along with the clothes. Copy on displays reads "Laundry. Simplified." and "All in one sheet."To differentiate the product from the sea of rectangular and square dryer sheets, Henkel designed the sheets in a curved or "swish" shape, which is echoed in the packaging. The curved plastic dispenser stands on its end on store shelves, and consumers can either lie it flat or leave it standing up (depending on the height of their shelf at home), "open it with two fingers and just pull out the sheet," Everman says. In addition to making the sheets easier to access, the dispenser also is in line with Henkel's sustainability initiatives, allowing consumers to buy refill packs rather than buying new packaging every time they run out of sheets.

Henkel NA Leverages In-Home Tests to Revolutionize Laundry

P2PI MEMBERS

JOIN P2PI

Related Images

Business Topic

Market Segment