Project Description

Our Client: A Major Consumer Packaged Good Company
The Industry: Bathroom Cleaners
Our Tools: Focus Groups, Phone Interviews, and Product Placement Homework

The Challenge

A major bathroom cleaning brand launched a toilet cleansing gel into the market based on very strong BASES test results. This gel form was very unique because it did not require hands to touch the toilet as the dispenser stick applies the gel stamp and after 7 days it dissolves. Despite great quantitative test results and heavy advertising and marketing support, volume was trending down as many consumers aware of the product were not trying it and a number of initial triers rejected it after one use.

Client Objectives

  • To understand what loyal users love about the product to see whether these equities could extend over to the key target of aware non-users.
  • To gain a deep understanding of the barriers to usage among the key target of aware non-users but also among trier-rejectors to help anticipate perceived issues.
  • To obtain reaction to the usage experience as product was sent to the two target’s homes as homework.
  • To obtain feedback on the advertising and its ability to communicate the benefits of this toilet cleansing gel in a meaningful, motivating, and memorable way.

Our Customized Approach

  • Phone interviews among loyal users to understand equities that potentially could be leveraged among the key aware non-user target.
  • Focus groups among aware non-triers and trier-rejecters to understand their barriers as well as to gauge reactions to the usage experience.
  • Homework Assignment: Use the gel product for two weeks leading up to the groups and answer questions regarding the usage experience to discuss in the groups.

Key Learnings

  • The key perceived barriers among non-triers and issues with rejecters were:
    • ­Functionally, they didn’t like seeing the blue water, no perceived benefits (still have to clean other parts of the toilet), and not as effective as cleaning with a brush
    • ­Emotionally, they were satisfied with their current routine and felt that it looked tacky and signaled being lazy
  • The following after-use product strengths were shared by loyals and non-users (but not the rejecters)
    • The product worked – the bowl stayed cleaner, fresher, and shinier longer (the full 7 days)
    • ­It was faster and easier (no need to use hands)
    • The Bubbles signaled ‘it’s working’
  • The advertising was not persuasive and needed a new strategy
    • ­The story overwhelmed the product message and was not relatable
    • ­Meaningful claims were not conveyed: continuous with every flush, cleans and prevents disinfecting
    • ­The claims communicated sounded too techy and not understandable/vague

The Results

A new advertising and communications campaign were developed based on the learnings. The 30 second ad exceeded ASI’s action standards for persuasion and recall, driving business growth +20% in the first year after implementing.