There are innumerable brands in the laundry detergent category but only a few succeed in owning a share of the $6.2 billion market. Although ‘ALL’ is the #2 detergent brand, they have been continuously loosing market share (now 11%).

Objective: Revive ‘ALL’ in an innovative way to drive growth by expanding its reach and increase consumer interest.

Team: Paul Davis CBM | Craig Gerringer CW | Julia Dorfman AD |

In the laundry detergent category, there’s not much differentiation. Every brand has something that fights stains, odors and fading. There’s only so much to claim, however, every brand tries to own something in the category. We divided these brands into three segments: Innovators, Savers and Claimers.

SITUATION

PROBLEM‘ALL’ can’t command a higher price and is consistently playing defensive marketing. The solution is to find a way to differentiate ‘ALL’ from its competitors and show the benefits.

These brands can demand a higher price, have higher customer loyalty, and respond to current trends (ex: Method owns “style”).

Innovators ClaimersSavers

The private labels brands that are solely competing on the price of the product.

Claimers, or “Me, too!” brands are often compelled to lower prices to maintain their customer base. They champion messages about benefits (makes whites whiter!). “My loyals will stay my loyals” is no longer a safe assumption.

PRODUCT COMPARISON

THE RISE OF FREE AND CLEAR PRODUCTS

Tide ‘Free & Gentle’

‣ Dye free‣ Fragrance free

Recently, more focus had been put on the Free & Clear lines within the category. When comparing ‘ALL’ to other ‘Free’ choices, there is simply no comparison. Our research (next page) helped us understand current cultural trends, which led us to develop a new strategy for the lackluster ‘ALL’ brand.

Cheer ‘Free & Gentle’

‣ Dye free‣ Fragrance free

Dreft ‘Free’

‣ Dye free‣ #1 detergent for babies

‘ALL’ IS A “CLAIMER” BRAND

THE “ME TOO!” PHENOMENON

ALL ‘Free & Clear’

‣ #1 detergent recommended by Dermatologists

‣ #1 recommended for Sensitive Skin by Allergists

‣ #1 Free Choice of Moms

‣ #1 Free detergent recommended by Pediatricians

‣ #1 Free Brand

‣ Seal of Acceptance by the National Eczema Association (NEA).

‣ Hypoallergenic/ Allergen fighter

OWN SKIN CARE WITHIN THE DETERGENT CATEGORYOPPORTUNITYCreate a new category in the market-- skin care, and be the only detergent brand that cares more about skin than clothes.

Current positioning

STRATEGY SKIN CARE STARTS WITH ‘ALL’It’s important to let everyone know the dangers of using detergents that are not free of perfumes and dyes. ‘ALL’ is taking a stand for skin. Moving forward, the goals are to create a campaign that will build the reputation of ‘ALL’ as a consumer-centric brand, increase customer loyalty, gain new customers, inform the public and steal market share from top competitors.

RESEARCHCurrent trends

Increased health concerns have people watching what they eat, drink and carefully choose the products they use ($20 billion spent on natural/organic products in 2010). In the skin care category, many products are avoided because of the growing awareness of various chemicals (such as carcinogens) being included in the ingredients( $560 million spent on natural/organic personal care products in 2010).

HARMFUL INGREDIENTS INCREASE NEED FOR FREE AND CLEAR DETERGENTS

One interviewee said, “I never thought about laundry detergent being bad for skin. I thought about lotions, but not detergent. It was a wake-up call, and now I only trust ‘ALL Free & Clear.’”

We found that there are harmful chemicals in many laundry detergents. Many people don’t know that these chemicals leave a residue on clothes every time they’re washed that can cause severe skin irritation, allergic reaction, and can even trigger eczema.

Detergent dangers

*Google shows scary search results regarding laundry detergents.

The True Stain-lifting detergent

RepositioningThe #1 detergent for people who care about their skin.

INSIGHT SKIN CARE STARTS WITH WASHING YOUR CLOTHES WITH THE RIGHT DETERGENT

B

GuerrillaPartner with a body-care brand to give beach goers an ‘ALL’ Skin Rescue Kit (lotion, sunscreen, sanitizer). UV protected bus shelters in various cities.

Copy: Clothing protects our skin from just about everything. Except clothing. Give your skin an ally.

CAMPAIGN

TAGLINE

Think skin.

Give your skin an ally.

PrintPrint ads placed in high foot-traffic areas with copy claiming that people need protection from their clothing. Push people to visit www.allclear.com to learn more about the benefit of using ‘ALL.’

In-store ads placed on body-care aisles. Coupons placed on the back of receipts when skin care items are purchased.

In-store

OOHOOH ads make people think more about how their clothing affects their skin.

Bus stop print ad Billboard

UV protected bus shelter

Copy: Clothes protect us from the elements, but what protects us from our clothes? www.allclear.com.

Copy: You care about your skin. We do too.

In-store floor decal Skin rescue kit

Copy: Lotion//Sunscreen//Sanitizer

Copy: Give your skin an ally.

G!v" #$%r &'!( )( )**#.

It’s the largest organ in your body.So you cleanse your skin. And moisturize it. You lather it with sunscreen and de-wrinkle it.

You treat it like crap.

Every time you do the laundry, you rid your clothes of dirt but soil them with chemical residue. Chemical residue that coats your skin and suffocates it.

So all that cleansing, moisturizing and sunscreening? It’s all for nothing.

We know you care about your skin, but detergent companies don’t.They sell you mountain breeze-scented skin toxins and call it soap.

They use brightly colored containers to infiltrate your homes,and then they attack your skin. Conduct chemical warfare on that skinone laundry load at a time.

It’s time you stood up for your skin and freed it from the tyranny of chemical-heavy detergents.

It’s time for All.

the manifestoSKIN