Tuesday, July 15, 2008

Shout Color Catchers: Strategy and Creative Brief

Our objective was to increase the awareness and trial usage of Shout Color Catchers (a newproduct that traps the dyes during the wash cycle to allow the mixing of colors without bleeding). We were tired of laundry products that speak solely on functional benefits. It was time for a change in message and an adjustment in the target audience. Our research on new moms lead us in some unexpected insights that helped our creative team completely rewrite the rules on engagement for cleaning products. Trap the Dyes!!... Fight the Power!

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