OOMPH

GETTING DOWN AND DIRTY

Bottom Line:

Oomph by STP was launched nationally by the Clorox Company in 2009, and our innovative positioning strategy helped Clorox appeal to an entirely new customer segment for its cleaning products - men.

The Process:

In order to bring our ideas to life, we observed men in their homes, surveyed them at tailgating parties and interviewed them at a pop-up retail kiosk at the Mall of America - all in order to learn how they think and more importantly how and when they tackle cleaning in their everyday lives. And despite common stereotypes - men really DO clean, they just do it differently than women. The insights gathered allowed the brand team to create a highly successful launch into retail, and can now be found on national shelves at Kmart, Target, Auto Zone and O'Reilly Auto Parts.

And it worked.