SWASH
Enhancing the Consumer Laundry Journey
Launching a Premium Laundry Detergent Brand in the Canadian Market
LAUNCH CASE STUDY VIDEO
Challenge
Swash, a premium laundry detergent brand, was being launched in the Canadian market…a market where there are implications to the consumer practice of using too much detergent. Other laundry detergent brands make detergent dosing vague and confusing, which can impact the appliance due to overdosing. How do you successfully promote the launch of a new detergent brand in a competitive landscape dominated by a few major brands?
Challenge
Swash, a premium laundry detergent brand, was being launched in the Canadian market…a market where there are implications to the consumer practice of using too much detergent. Other laundry detergent brands make detergent dosing vague and confusing, which can impact the appliance due to overdosing. How do you successfully promote the launch of a new detergent brand in a competitive landscape dominated by a few major brands?
Solution
Through research and insights, BTI was able to develop strategic solutions that highlighted and promoted the product’s key features and benefits. The launch began with POP material that would have messaging placed on all Whirlpool branded washing machines across Canada. Digital creative was produced and displayed on the Swash Canada website to help keep the promotion top-of-mind for customers and retailers. A customized sampling program followed with sample bags containing a full bottle of detergent and affresh samples that the Whirlpool service and delivery team would leave with each customer visit. BTI created the printed promo cards, sourced a branded laundry bag, and kit the sample bags. A Gift with Purchase promotion was also developed to further enhance in-store product awareness.
Solution
Through research and insights, BTI was able to develop strategic solutions that highlighted and promoted the product’s key features and benefits. The launch began with POP material that would have messaging placed on all Whirlpool branded washing machines across Canada. Digital creative was produced and displayed on the Swash Canada website to help keep the promotion top-of-mind for customers and retailers. A customized sampling program followed with sample bags containing a full bottle of detergent and affresh samples that the Whirlpool service and delivery team would leave with each customer visit. BTI created the printed promo cards, sourced a branded laundry bag, and kit the sample bags. A Gift with Purchase promotion was also developed to further enhance in-store product awareness.
Result
The GWP promotion was so successful that a similar promotion was created specifically for one of Canada’s top furniture and laundry appliance retailers. BTI was able to generate ample brand awareness for Swash and help drive conversion, initiating the start of customer loyalty. Swash was also awarded the 2022 Household Products Winner award at the 29th Annual Canadian Grand Prix New Product Awards.
Result
The GWP promotion was so successful that a similar promotion was created specifically for one of Canada’s top furniture and laundry appliance retailers. BTI was able to generate ample brand awareness for Swash and help drive conversion, initiating the start of customer loyalty. Swash was also awarded the 2022 Household Products Winner award at the 29th Annual Canadian Grand Prix New Product Awards.
