Tilex
- For more than 30 years, Tilex has led the category in bathroom mildew and soapscum removal. In their quest for continued category dominance, Clorox had us design Root Detector Formula with an eye toward maximum efficaciousness and differentiation versus other Tilex products. Intensely vibrant and focused, it convinces users that this new innovation goes straight to the root of the problem.
BRAND REFRESH, PACKAGING DESIGN, FLAVOR EXTENSIONS, PRINT CONSULTING - In the bathroom cleaning category, the need for “newer and stronger” formulas is paramount. Tilex, leapfrogging the competition in efficacy once again, needed to announce its renewed superiority. The starkly impactful graphics stand out in this overly colorful segment, and reflect the contemporary relevance and technological foundation of the new formula, reinforcing the brand promise of a clean, sanitary bathroom.
BRAND REFRESH, PACKAGING DESIGN, FLAVOR EXTENSIONS, PRINT CONSULTING - Unlike other items in the Tilex franchise, this preventative cleaning product is kept out of the cupboard, within easy reach, for daily use. The package had to convey not only its advantage over other industrial-looking bathroom cleaners, but had to adopt a significantly more decorative appeal. Being the first in the category to use innovative clear labeling technologies, we created one of the most successful new product launches in Clorox history.
BRAND REFRESH, PACKAGING DESIGN, FLAVOR EXTENSIONS, PRINT CONSULTING