Case study/portfolio piece. One of my favorite projects while at VCU Brandcenter.

1. There are innumerable brands in the laundry detergent category but only a few succeed in
owning a share of the $6.2 billion market. Although ‘ALL’ is the #2 detergent brand, they have
been continuously loosing market share (now 11%).
Objective:
Revive ‘ALL’ in an innovative way to drive growth by expanding its reach and increase
consumer interest.
Team: Paul Davis CBM | Craig Gerringer CW | Julia Dorfman AD |

2. SITUATION THE “ME TOO!” PHENOMENON
In the laundry detergent category, there’s not much differentiation. Every brand has something that fights stains, odors and fading.
There’s only so much to claim, however, every brand tries to own something in the category. We divided these brands into three
segments: Innovators, Savers and Claimers.
Innovators Savers Claimers
These brands can demand a higher price, The private labels brands that are Claimers, or “Me, too!” brands are often compelled to lower prices to maintain
have higher customer loyalty, and respond solely competing on the price of their customer base. They champion messages about benefits (makes whites
to current trends (ex: Method owns “style”). the product. whiter!). “My loyals will stay my loyals” is no longer a safe assumption.
PROBLEM ‘ALL’ IS A “CLAIMER” BRAND
‘ALL’ can’t command a higher price and is consistently playing defensive marketing. The solution is to
find a way to differentiate ‘ALL’ from its competitors and show the benefits.
PRODUCT THE RISE OF FREE AND CLEAR PRODUCTS
Recently, more focus had been put on the Free & Clear lines within the category. When comparing ‘ALL’ to other ‘Free’ choices, there is
COMPARISON simply no comparison. Our research (next page) helped us understand current cultural trends, which led us to develop a new strategy for
the lackluster ‘ALL’ brand.
Tide ‘Free & Gentle’ ALL ‘Free & Clear’
‣ Dye free ‣ #1 detergent recommended by Dermatologists
‣ Fragrance free
‣ #1 recommended for Sensitive Skin by Allergists
Cheer ‘Free & Gentle’
‣ #1 Free Choice of Moms
‣ Dye free ‣ #1 Free detergent recommended by Pediatricians
‣ Fragrance free
‣ #1 Free Brand
Dreft ‘Free’
‣ Seal of Acceptance by the National Eczema Association (NEA).
‣ Dye free
‣ #1 detergent for babies ‣ Hypoallergenic/ Allergen fighter

3. RESEARCH HARMFUL INGREDIENTS INCREASE NEED FOR FREE AND CLEAR DETERGENTS
Detergent dangers Current trends
We found that there are harmful chemicals in many laundry Increased health concerns have people watching
detergents. Many people don’t know that these chemicals leave a what they eat, drink and carefully choose the
residue on clothes every time they’re washed that can cause severe products they use ($20 billion spent on natural/
skin irritation, allergic reaction, and can even trigger eczema. organic products in 2010). In the skin care category,
many products are avoided because of the growing
awareness of various chemicals (such as carcinogens)
being included in the ingredients( $560 million spent
on natural/organic personal care products in 2010).
*Google shows scary search results regarding laundry detergents.
One interviewee said, “I never thought about laundry detergent being
bad for skin. I thought about lotions, but not detergent. It was a
wake-up call, and now I only trust ‘ALL Free & Clear.’”
INSIGHT SKIN CARE STARTS WITH WASHING YOUR CLOTHES WITH THE RIGHT DETERGENT
OPPORTUNITY OWN SKIN CARE WITHIN THE DETERGENT CATEGORY
Create a new category in the market-- skin care, and be the only detergent brand that cares more about skin than clothes.
Current positioning Repositioning
The True Stain-lifting detergent The #1 detergent for people who care about their skin.
STRATEGY SKIN CARE STARTS WITH ‘ALL’
It’s important to let everyone know the dangers of using detergents that are not free of perfumes and dyes. ‘ALL’ is taking a stand for skin.
Moving forward, the goals are to create a campaign that will build the reputation of ‘ALL’ as a consumer-centric brand, increase customer
loyalty, gain new customers, inform the public and steal market share from top competitors.

4. Bus stop print ad Billboard
CAMPAIGN
Think skin.
TAGLINE
Give your skin an ally.
Print
Print ads placed in high foot-
traffic areas with copy claiming
that people need protection
from their clothing. Push people
to visit www.allclear.com to
learn more about the benefit of
using ‘ALL.’
In-store
In-store ads placed on body- Copy: Copy:
care aisles. Coupons placed on Clothes protect us from the elements, but what Clothing protects our skin from just about everything. Except clothing. Give your skin an ally.
the back of receipts when skin protects us from our clothes? www.allclear.com.
care items are purchased.
UV protected bus shelter In-store floor decal Skin rescue kit
OOH
OOH ads make people think
more about how their clothing
affects their skin.
Guerrilla
Partner with a body-care brand Copy: Copy:
to give beach goers an ‘ALL’ You care about your skin. We do too. B Lotion//Sunscreen//Sanitizer
Skin Rescue Kit (lotion,
sunscreen, sanitizer). UV
protected bus shelters in
various cities.
Copy:
Give your skin an ally.
Gv r .

5. It’s the largest organ in your body.
So you cleanse your skin. And moisturize it.
You lather it with sunscreen
and de-wrinkle it.
You treat it like crap.
Every time you do the laundry,
you rid your clothes of dirt but
soil them with chemical residue.
Chemical residue that coats your skin
and suffocates it.
So all that cleansing, moisturizing and sunscreening?
It’s all for nothing.
the SKIN manifesto
We know you care about your skin, but
detergent companies don’t.
They sell you mountain breeze-scented skin toxins
and call it soap.
They use brightly colored containers to infiltrate your homes,
and then they attack your skin.
Conduct chemical warfare on that skin
one laundry load at a time.
It’s time you stood up for your skin and
freed it from the tyranny
of chemical-heavy detergents.
It’s time for All.