With its deeply rooted heritage and passion for innovation, family-owned Scott’s Liquid Gold (SLG) was ready to re-emerge in the home improvement retail channel. Seeking reinvigoration in a low involvement category, the brand needed to boldly redefine its positioning and establish a more premium, elevated presence to attract new target segments to the brand—and increase product sales from Walmarts nationwide to regional hardware stores.
WHAT WE DID
A multi-faceted consumer research methodology tapped each layer of the path to purchase. From undercover, in-store consumer and employee intercepts to Cleaning Circles in the homes of brand loyalists, we surfaced rich consumer perception. These insights fed development of a new, strategic brand architecture that clearly expressed the authentic heart and soul behind the company and housed an expanded product portfolio—informing both visual rebranding and innovative marketing strategies for the revitalized brand.
Armed with a new logo and can design, comprehensive brand book, digital guidelines and a year-long integrated marketing plan for the brand’s 65th Anniversary, SLG revealed the new brand to its consumers, internal sales force, retailers and distribution partners. Phase II included the production of a television commercial to restage the category, increasing sales while fostering digital engagement that exceeded business metrics, produced unprecedented click-through rates and achieved strong ROI at retail.