Household Cleaners

Publication: Parade
Issue date: May 2, 2010

"There's enough happening on this small counter card to qualify it as more than standard P-O-S, if you ask me. First, the product itself is somewhat unique in that it's not just another candle -- these WoodWick versions have an actual piece of wood as opposed to waxed cloth wicks. This innovation is neatly explained and 'heard' when shoppers press where directed: You get the sound of a crackling fire to enhance the ambiance of the candle scent.

"In the world of massive retailers, where does a shopper go to find some of the more basic, yet essential, nail and personal care items? If you happen to be in the checkout line at this Bed, Bath & Beyond store, you'd have the answer right in front of you. This cool, chrome-colored metal and aqua-painted pressboard display holds a substantial array of Tweezerman scissors, nail files and, yes, tweezers.

Brand: Depend
Insight: Consumers with incontinence want to feel normal and are willing to pay a higher price for it.
Solution: Introduce a new, premium line of Depend products that resembles regular underwear. New packaging and displays reinforce the feeling of normalcy. Packaging leverages a transparent window and smaller Depend logo. Displays have a warmer, apparel feel.
Description: Floorstands for the new Depend line display the product on hangtags rather than sitting on the shelf, adding to their underwear-like appeal.