ORANGE GLO

FIRST THEY CLEANED, THEN THEY CLEANED UP

Bottom Line:

Reposition Kaboom in consumer's minds and increased sales by a factor of seven.

The Process:

BrandJuice conducted ethnographies and major category analysis, including interviewing management and cleaning category experts as well as mapping the positioning of competing products.

What we found was a classic positioning mistake – the company claimed Kaboom worked on “Porcelain, tile and grout.” Sounded like a specialty application – something you’d do once a year, yet from watching consumers, we found they used the product all over their bathrooms – and used it every week. So we broadened the positioning to “Shower, tub and tile” along with the incredibly resonant key benefit, “Clean easy, breathe easy.”

And it worked.