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LOC_PDF_BrandGuide

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LOC_PDF_BrandGuide

  1. 1. L.O.C. Brand Guide The World’s Most Multi-Purpose Cleaning Brand ™
  2. 2. When we speak of our brands, we are speaking of our future. Understanding the power of branding goes beyond marketing, beyond advertising, beyond colours, typefaces, and logos. Brands are precious commodities, and it’s our responsibility to manage them. When people relate to a brand, they set it apart from similar products. People choose one brand over another because they’ve formed a relationship and an expectation with it. A trusted brand evokes emotions and responses that no other product or name can duplicate. What you may not realize is that corporations or departments don’t define a brand. Our customers do that for us. All we can do is act as guardians for these brands on their behalf. You are the guardian of an extremely valuable relationship. You are entrusted with one of the most valuable assets we own today – our brands. This is your guide to understanding that responsibility. Thank you. Doug DeVos, President For more information on branding, please go to the Brand Support section and turn to A Primer on Branding starting on page 136 . What this guide means to you. 1
  3. 3. About This Brand Guide The L.O.C.™ Brand Guide utilizes product-related colours in both the layout and photography. Specific locations, props and wardrobe were selected to reflect the colours associated with L.O.C. Plus Glass Cleaner, L.O.C. Plus Kitchen Cleaner and L.O.C. Plus Bathroom Cleaner. A traditional location was chosen to represent both the L.O.C. Brand and L.O.C. Multi-Purpose Cleaner photography. Subtle white and off-white props reflect the clear product colour. Touches of dark blue are incorporated into the wardrobe and props to reflect the dark blue of the L.O.C. brand logo. We have continued this colour theme throughout the L.O.C. Brand Guide to exemplify how to emphasize colour reinforcement to your IBOs. The various sections are separated by and associated with specific product colours. You will see four different sections, each with a key colour and specific product photography. For instance, the section titled “Understanding the Brand” is done in the light blue colour associated with L.O.C. Plus Glass Cleaner. The accent photography in that section is from the Glass Cleaner location photography series. The section titled “Portraying the Brand” is in the pink Bathroom Cleaner colour, with accent photography from the bathroom series, and so on. As you look through the Brand Guide, notice how colour is used, how the photography is cropped, and how it is placed on the pages. This concept should be used for all of your L.O.C. Brand, L.O.C. Multi-Purpose Cleaner, and L.O.C. Plus communications materials. 32
  4. 4. Contents The following document is the result of global research and internationally recognized brand development procedures. Each aspect of this Brand Guide has been aligned with our Top Five markets for input and approval. It represents our long-term commitment to the development and growth of our global brands. This Brand Guide was produced by the Brand Communications Group of Global Sales and Marketing. 54 How can Brandnet help? The Brandnet online asset system lets you download communications materials whenever you need them. Every image in this Brand Guide is available on Brandnet, along with logos, approved copy, ad templates, and other resources. Brandnet can help enhance the appearance, appeal and effectiveness of every L.O.C.™ Brand communication you create. And we’re continually expanding and upgrading the site to make it even more valuable to you. Legal Considerations Alticor Inc. is the legal owner of trademark registrations covering the L.O.C. Brand and our various product brands. Preserving Alticor trademarks for the future requires that we use them with care, as improper use of a trademark can destroy it. As the trademark owner, Alticor has invested millions of dollars building and maintaining its valuable brands and has a paramount interest in enhancing the value of the brands through proper trademark use and enforcement. In addition, review procedures have been set up to make certain each and every piece of written material seen by our Independent Business Owners (IBOs) or the public has been reviewed for legal, regulatory, and brand compliance. In particular, product claims permitted may vary between markets. You are responsible not only for following the rules set out in this guide, but also for ensuring that the materials you create have been reviewed by the appropriate corporate and affiliate personnel according to the pre-established corporate procedures. Understanding the L.O.C.™ Brand .. 6 Our Brand................................ 7 Our Position.............................. 8 Our Customers ........................ 11 Our Message ......................... 18 Creative Expression.................. 20 Brand Gallery ...................... 20 Brand Elements........................ 22 Brand Values........................ 22 Brand Vision......................... 23 Brand Strategy...................... 24 Brand Promise ...................... 25 Brand Persona...................... 27 Portraying the L.O.C. Brand.......... 28 Brand Styling .......................... 29 Images Used in this Brand Guide 30 Photo Possibilities..................... 32 Photo Gallery.......................... 34 Brand Identity.......................... 36 General Art/Design Elements..... 40 Creative Direction.................... 42 Creative Samples .................... 44 Examples of Other Materials...... 52 Staying on Brand/ Brand Taboos ......................... 54 Creating Your Own Materials..... 55 General Guidelines.................. 56 The L.O.C. Brand Guide on Brandnet............................ 57 Creative Guidelines Frequently Asked Questions ....... 58 Product Guide............................... 60 L.O.C.Multi-Purpose Cleaner.... 63 L.O.C. Plus Bathroom Cleaner.. 68 L.O.C. Plus Daily Shower Cleaner..................... 78 L.O.C. Plus Kitchen Cleaner..... 83 L.O.C. Plus Glass Cleaner ....... 89 L.O.C. Plus Aerosol Glass Cleaner/SEE SPRAY™.... 93 L.O.C. Plus Soft Cleanser/SCRUB BRITE™.. 97 L.O.C. Plus Metal Cleaner..... 103 L.O.C. Towelettes/Mini-Wipes107 L.O.C. Plus Wipes ............... 109 Brand Support ........................... 114 L.O.C.™ Brand History........... 115 Graphic Time Line............115-120 Science Behind the Brand ....... 122 L.O.C. Brand Patent Information................ 127 Global Research and Development................ 128 The Future of L.O.C.and L.O.C. Plus Products............... 131 Fun Facts.............................. 132 Frequently Asked Questions ..... 133 A Primer on Branding ............. 136
  5. 5. Understanding the L.O.C.™ Brand 76 Our Brand................................7 Our Position..............................8 Our Customers........................11 Our Message..........................18 Creative Expression .................20 Brand Gallery ......................20 Brand Elements .......................22 Brand Values........................22 Brand Vision ........................23 Brand Strategy .....................24 Brand Promise......................25 Brand Persona......................27 Our Brand To our customers the L.O.C.™ Brand represents a heritage of trust, confidence, and performance. L.O.C. and L.O.C. Plus Products are known for their exceptional cleaning power, beginning with the first multi-purpose cleaner introduced by the company and continuing today with a wide range of products for specific jobs throughout the house. TheL.O.CBrandisthe World’sMostMulti-Purpose CleaningBrand.
  6. 6. Our Position Used for internal purposes, a positioning statement contains the fundamental message points of the brand. It is used to more fully inform staff and agencies what the L.O.C.™ Brand stands for. Effective, efficient, a good value, multi-purpose, and comprehensive – the essence of the L.O.C. Brand is expressed in our brand positioning statement: 98 most The L.O.C.™ Brand offers a wide range of cleaning products for specific (and challenging) jobs throughout the house. effective You can count on L.O.C. and L.O.C. Plus product performance to save you time and effort. results You can trust the exceptional cleaning power of L.O.C. and L.O.C. Plus Products wherever you need them because each formula was created to meet different challenges throughout your house. every time Using L.O.C. and L.O.C. Plus Products brings peace of mind because you can always depend on them to work on the toughest cleaning jobs. You will rarely have to clean twice with L.O.C. and L.O.C. Plus products because they provide outstanding results the first time. For the value-conscious consumer, the L.O.C. Brand is the world’s most multi-purpose and trusted brand of household cleaners that effectively cleans all washable surfaces, delivering results every time.
  7. 7. Our Customers The L.O.C.™ Brand customer is typically female, married, and a mother. As a busy homemaker, possibly with an outside job, she doesn’t have a lot of time to spend cleaning her house. She wants products she can trust, products that will deliver results on even the toughest cleaning jobs throughout her house. In talking about the L.O.C. Brand, our customer might say: “I have been using L.O.C. Multi-Purpose Cleaner for years, and I know I can trust it to deliver outstanding results. Now there is a whole line-up of products that I can use throughout the house, including the kitchen, bathroom, and shower! ” ”I don’t like to spend my precious free time cleaning, and with L.O.C. and L.O.C. Plus products, I don’t have to. They do the hard work for me, effectively and efficiently. After using L.O.C. and L.O.C. Plus products, I can feel the freshness when I walk into each room. And even though their cleaning power is tough, I don’t have to worry about them harming my surfaces because they are formulated specifically for each room. And a little bit goes a long way, too, so the products are a real value.” ”I always introduce L.O.C. Multi-Purpose Cleaner to our new prospects right away because I know once they see how it performs, they will trust us as partners. L.O.C. and L.O.C. Plus products have certainly earned my trust. I’m very proud of the L.O.C. Brand. In fact, I don’t know what I’d do without these great cleaning products!” 1110 Ifwestackedupallthewashbucketsofcleaning solutionthatcouldbepreparedfromtheL.O.C. Multi-PurposeCleaner*soldinthepast15years, thestackwouldeasilyextendtothemoon! *ReferstoMulti-PurposeCleaner,Regular,HighSuds,andSuperconcentrateonly
  8. 8. L.O.C.™ BRAND CUSTOMER CHARACTERISTICS DEMOGRAPHICS The typical L.O.C. Brand customer is: Female, age 25–50 Married Urban Educated Of an elevated economic status PSYCHOGRAPICS This is how a typical L.O.C. Brand target customer would describe herself: “I care about my home and want to keep it looking nice and clean.” “I care about my family and enjoy making them happy.” “I like to be an informed consumer.” “I’m busy and I appreciate convenience.” “I don’t mind spending more on quality products – they’re worth it.” What are the needs and aspirations of a typical L.O.C. Brand customer? To be loved and appreciated by her family. To be worry-free. To feel confident and secure about the choices she makes. VALUES AND ATTITUDES What does a typical L.O.C. Brand customer believe about herself? She believes cleanliness in a home is important. She believes in being proactive. She believes in taking care of her family. She has confidence in decision-making abilities. She’s open to new information and likes being informed. She knows she’s smart. She contributes to the family business. Why Consumers Choose L.O.C.™ and L.O.C. Plus products The L.O.C. Brand is the cornerstone of the Amway/Quixtar Home Care line and best demonstrates our commitment to products that deliver the highest level of convenience, quality, versatility and value. Many products, such as L.O.C. Multi-Purpose Cleaner, are highly concentrated, meaning a single purchase lasts longer. On a cost-per-use basis, these products are priced very competitively. In addition, each product carries its own specific formula, features, and benefits to guarantee performance on cleaning jobs all around the house, from kitchens to bathrooms. These products work hard so customers don’t have to. As a result, L.O.C. and L.O.C. Plus Products deliver a clean home the first time, every time. That’s what customers want, and that’s what they get with this trusted brand that has been a proven performer since 1959. 1312 The World’s Most Multi-Purpose Cleaning Brand
  9. 9. Consumer Trends/Global Women are more active than ever in the work force globally and find themselves increasingly time-crunched. They look for products and services that will save time and make their lives easier. Consumers are more knowledgeable with expectations related to price, quality and innovation. Products must deliver what they promise in regard to performance the first time, at a good price. Households are shrinking globally, forcing abandonment of “one size fits all” mentality and acknowledging market needs by downsizing products. In addition to multi-surface cleaners, there has been an emergence of task specific cleaners specifically targeting the bathroom and kitchen, which are global “problem areas.” Product Trends/Global Multipurpose cleaners will continue to satisfy daily requirements, while specialized products are likely to be reserved for weekly cleaning. Simplicity is driving product innovation, with new introductions that include single-use tablets and ergonomic trigger dispenser bottles. “Germaphobia” continues to grow, resulting in an increased emphasis on anti-bacterial claims. An increasing awareness of environmental issues continues to impact consumer product choices, but customers will not pay more or compromise cleaning performance for environmentally-friendly products. Bathroom task specific cleaning products are the biggest product growth category within household cleaners globally. TARGET CUSTOMER BEHAVIOR Current Buying Behavior Our target customer purchases household cleaning products that deliver fast, effective cleaning results with minimal effort and time spent. She is very knowledgeable and demanding based on expectations associated with price, performance, and quality. The product must work or she will not re-purchase. She lacks brand loyalty. The price can drive final purchase decisions if the product promises the performance or convenience desired. She primarily purchases cleaning products at retail outlets, including grocery stores. She acknowledges the need for task-specific cleaners to provide more aggressive cleaning power for certain areas of the home. FUTURE BELIEFS/ACTIONS We must convince customers that the L.O.C.™ Plus line provides task-specific products specially formulated for key areas in the house – like the kitchen and bathroom – and can be trusted to provide the same level of dependability and quality consumers are accustomed to receiving from L.O.C. Multi-Purpose Cleaner – the brand namesake to these outstanding products. L.O.C. Plus is a team of task specific household cleaners, NOT a combination of L.O.C. Multi-Purpose Cleaner and added ingredients. L.O.C. Plus is a range of cleaners which have unique formulations designed to tackle individual room cleaning needs. The L.O.C. Brand offers the entire range of products to satisfy the needs of household cleaning – customers will not have to shop retail outlets anymore. ‘‘If I can depend on the new L.O.C. Plus products to work and provide the same outstanding, dependable cleaning results as my existing L.O.C. Multi-Purpose Cleaner, I’ll become a loyal customer.’’ 1514 Between 1990 and 2005, enough L.O.C.™ Multi-Purpose Cleaner* was sold to provide over 2 litres of cleaning solution for every person alive on the earth today! *Refers to Multi-Purpose Cleaner, Regular, High Suds, and Superconcentrate only
  10. 10. Relevant Global Household Cleaning Trends/Insights Convenience Consumers are more willing (economic circumstances permitting) to purchase premium-priced cleaning products which offer greater ease of use. Consumers are substituting certain products (e.g., surface cleaners and toilet cleaners have taken sales from chlorine bleach). Consumers are willing to pay more for task-specific cleaners. Health Consumers in many developed markets have become increasingly health conscious. They are realizing there is a connection between having a clean home and a healthy home. Government campaigns stress in-home food safety. There are growing concerns over the general safety of foods. Antibacterial cleaners sales have soared for surface cleaning. Products that traditionally have antibacterial properties (e.g., chlorine bleach) have been re-labeled with antibacterial taglines. GLOBAL FORECAST It is forecast that in the future, sales of household cleaning products will continue to grow worldwide. This is due to factors such as the desire for a clean, healthy home, convenient products, more product awareness, and rising disposable income in emerging markets. Although retail sales represent the greatest market share in overall cleaning product sales, supermarkets are facing growing competition from discounters. With these global forecasts in mind, it is important to continue educating our customers about our products and what differentiates them in the marketplace: They offer the most multi-purpose, comprehensive cleaning products in the market. They are continually being improved upon, with a focus on cleaning power and convenience. They come with a guarantee of satisfaction. 1716 The L.O.C brand is the world’s most multi-purpose cleaning brand.
  11. 11. Our Message Key messages are unique features that define the L.O.C.™ Brand and give our products their competitive advantages. They can be used as copy points in print ads, brochures, and other communications. The key message about the L.O.C. Brand is that for the value-conscious consumer, L.O.C. and L.O.C. Plus products are cleaners that effectively clean all washable surfaces throughout the house, delivering results every time. This is the message that should be stressed in headlines, subheads and body copy of brand ads. The voice is confident; the tone, honest and trustworthy. The copy is friendly, understanding and conversational. Themes and key words in the L.O.C. Brand message include: Effective Efficient Value Multi-purpose Comprehensive Please note: Key messages about specific products can be found in the L.O.C. Product Guide Section. 1918
  12. 12. Creative Expression Brand Gallery This Brand Gallery summarizes and conveys everything the L.O.C.™ Brand represents in words, themes, key messages, and images. The Brand Gallery tells you how L.O.C. Brand communications should look and feel – trustworthy, dependable, powerful, and helpful. Convenient and easy to use, the Brand Gallery gives you an at-a-glance overview of all the promotional options available to you. 21 Here’s how the Brand Gallery represents the L.O.C. Brand. 20 Refer to the Brand Gallery whenever you promote the L.O.C.™ Brand. The World’s Most Multi-Purpose Cleaning Brand Trust Your Family With Ours powerful trust confident effective heritage efficient
  13. 13. 2322 Brand Elements Brand Values Our Brand Values Pyramid shows how L.O.C.™ Brand features and benefits produce psychological values that are important to customers. These are the reasons why customers purchase L.O.C. and L.O.C. Plus products – and establish a loyalty to the L.O.C. Brand. Positioning VALUES (Psychological) Trust Confidence, Performance Convenience, Value, Loyalty, Dependability, Reflects Amway Heritage/Tradition Reflects pride in home and pride in business BENEFITS Exceptional cleaning power Efficient, Effective, Gets results, Saves time, Saves effort Impressive demonstrations, Economical, Effective, Dependable, Reliable FEATURES The first all-purpose cleaner/product introduced by the company; A brand that offers peace of mind Wide range of cleaning products for specific (and challenging) jobs throughout the house Brand Vision The Brand Vision defines how the branding effort will achieve its goals. It states what the brand stands for, the brand’s target audience, the strategic and financial goals for the brand and how the brand’s success will be measured. The L.O.C.™ Brand will become the preferred brand of household cleaning products for IBOs around the world. To obtain new users and maintain existing loyal consumers, The L.O.C. Brand will remain committed to its heritage by delivering multi- purpose cleaning products with unsurpassed performance. This improvement will be achieved through increased consistent promotional activity, targeted brand messaging worldwide, and firm adherence to the brand promise during product development.
  14. 14. Brand Strategy Key Corporate Strategies Support Distributor Sales. As always, our goal as a brand is to support IBOs in their selling efforts with products that encourage repeat consumer purchases. Outlined below are four key corporate strategies that will help IBOs build strong businesses and maintain profitable margins through repeat sales of L.O.C.™ and L.O.C. Plus products. Strategy 1: Our Key Products Will Maintain “Best-In-Class” Performance. Striving for “Best-In-Class” standards for our key L.O.C. and L.O.C. Plus products will help to increase customer satisfaction and brand loyalty, improve business opportunities, and enhance our brand reputation. With a strong focus on the customer, this strategy includes continued consumer research and prioritizing development opportunities. Strategy 2: All New Key Products Will Have A WOW Demo As An Essential Claim. The WOW demonstrations will deliver a positive, compelling and memorable response that sells the product all by itself. These demos increase brand loyalty and product knowledge, demonstrate the company’s commitment to excellence, and provide a quick, easy-to-use tool that IBOs can use to recruit new prospects to the business. Strategy 3: On-Trend Products Will Meet Today’s Consumer Needs. It is imperative that our products and brands are relative to today’s consumers. The L.O.C. Brand is committed to exploring new developments in the cleaning category and acting on major trends in our top markets. Opportunities will be identified through a combination of listening to IBOs’ needs and anticipating market trends that will result in new products which exceed our local customers’ expectations and offer a positive impact on the reputation of the L.O.C. Brand. Strategy 4: Communicate to Key Stakeholders. With a clear focus on the customer, the L.O.C. Brand team is committed to maintaining up-to-date, simplified brand/product messaging across all media. Our communication will target a deeper connection with our IBOs and build brand equity and loyalty while increasing the knowledge base of our IBOs regarding the benefits that differentiate our brands/products from competitors. 2524 Brand Promise The Brand Promise describes the specific benefits – both physical and emotional – that current and potential customers can expect when they use the brand. These are the benefits to which the brand is committed, now and always. The L.O.C.™ Brand will remain committed to its HERITAGE by continuing to offer cleaning products that are EFFECTIVE, EFFICIENT, POWERFUL, and that offer real value. The L.O.C. Brand will continue to deliver products with EXCEPTIONAL CLEANING PERFORMANCE, helping to save consumers time and energy. Mothers can TRUST L.O.C. branded products and feel CONFIDENT that they are doing their best to keep their homes clean for their families.
  15. 15. 2726 Brand Persona The Brand Persona contains the personality traits and characteristics you would use to describe the brand if it were a person. The brand persona reflects how people feel about the brand, rather than what they know about the brand. Based on exhaustive research and on the extensive global marketing experience to which you have contributed, the L.O.C.™ Brand persona or “personality” has been established and can be expressed in the following words. L.O.C. Brand Personality is: Trustworthy Dependable Strong, but gentle Helpful, a problem solver Family oriented
  16. 16. Portraying the L.O.C.™ Brand 2928 Brand Styling ..........................29 Images Used in this Brand Guide...........................30 Photo Possibilities ....................32 Photo Gallery..........................34 Brand Identity .........................36 General Art/Design Elements....40 Creative Direction....................42 Creative Samples ....................44 Examples of Other Materials.....52 Staying on Brand/ Brand Taboos..........................54 Creating Your Own Materials ...55 General Guidelines .................56 The L.O.C.™ Brand Guide on Brandnet............................57 Creative Guidelines Frequently Asked Questions......58 Brand Styling The images and words in our promotional materials focus on the benefits of the L.O.C.™ and L.O.C. Plus products. They are meant to convey the idea that L.O.C. is a brand you can trust with products that effectively clean all washable surfaces, delivering exceptional cleaning results every time you use them. Primary images show someone cleaning or shows the suggestion of someone cleaning, and the L.O.C. Brand or L.O.C. Plus Product logo or letters are often in the photo. Family lifestyle scenes with children convey the trust consumers have in the L.O.C. and L.O.C. Plus Products products to get their washable surfaces clean. Wardrobe and props are artistically colour keyed to the product colour, the rooms are pristine clean, upscale and uncluttered. Models are attractive, healthy and happy. Wardrobe is very casual, at-home, but upscale. Wardrobe The clothing worn by the models should be very casual, but still high quality. Since the adults are cleaning, or giving the impression of cleaning, jeans are acceptable. Children’s clothing is trendy, cute and upscale. Locations Rooms where L.O.C. and L.O.C. Plus products are used are clean and bright. The props colour coordinate with the product colours. Rooms should be upscale and aspirational. They can be very cutting edge similar to the Photo Gallery Bathroom, Kitchen and Glass Cleaner locations, or in the case of the L.O.C. Brand and L.O.C. Multi-Purpose Cleaner photography, more traditional to reflect the L.O.C. Brand Heritage. Intheearly60s,L.O.C.Multi-PurposeCleanerwas mixedbyhandin40gallonvatsandstirredwith awoodenoar.By1994,Amwaywasmixingup to450,000poundsofliquidproductsinone 8-hourshift!
  17. 17. Images Used in This Brand Guide 3130 LOC_Pho_ls0001_asa.tif LOC_Pho_ls0002_asa.tif LOC_Pho_ls0003_asa.tif LOC_Pho_ls0004_asa.tif LOC_Pho_ls0005_asa.tif LOC_Pho_ls0006_asa.tif LOC_Pho_ls0007_asa.tif LOC_Pho_ls0008_asa.tif LOC_Pho_ls0009_asa.tif LOC_Pho_ls0010_asa.tif LOC_Pho_ls0011_asa.tif LOC_Pho_ls0012_asa.tif LOC_Pho_ls0013_asa.tif LOC_Pho_ls0014_asa.tif LOC_Pho_ls0015_asa.tif LOC_Pho_ls0016_asa.tif LOC_Pho_ls0017_asa.tif LOC_Pho_ls0018_asa.tif LOC_Pho_ls0019_asa.tif LOC_Pho_ls0020_asa.tif LOC_Pho_ls0021_asa.tif LOC_Pho_ls0022_asa.tif LOC_Pho_ls0023_asa.tif LOC_Pho_ls0024_asa.tif LOC_Pho_ls0025_asa.tif LOC_Pho_ls0026_asa.tif LOC_Pho_ls0027_asa.tif LOC_Pho_ls0028_asa.tif LOC_Pho_ls0029_asa.tif LOC_Pho_ls0030_asa.tif LOC_Pho_ls0031_asa.tif LOC_Pho_ls0032_asa.tif LOC_Pho_ls0033_asa.tif LOC_Pho_ls0034_asa.tif LOC_Pho_ls0035_asa.tif LOC_Pho_ls0036_asa.tif LOC_Pho_ls0037_asa.tif LOC_Pho_ls0038_asa.tif LOC_Pho_ls0039_asa.tif LOC_Pho_ls0040_asa.tif LOC_Pho_ls0041_asa.tif LOC_Pho_ls0042_asa.tif LOC_Pho_ls0043_asa.tif LOC_Pho_ls0044_asa.tif LOC_Pho_ls0045_asa.tif LOC_Pho_ls0046_asa.tif LOC_Pho_ls0047_asa.tif LOC_Pho_ls0048_asa.tif LOC_Pho_ls0049_asa.tif LOC_Pho_ls0050_asa.tif NOTE: Additional Brand images can be found on Brandnet. More photography options are available that are not on Brandnet. Please contact Brand Management for information on additional photography we may have to support your promotional materials.FAMILYROOMBATHROOMKITCHENLIVINGROOMCLOSEUP
  18. 18. Photo Possibilities The images provided on Brandnet can be just a starting point for your creativity. As the examples on this page show, you can vertically or horizontally crop an image to dramatically change the way a photo looks. Many of the images can be used as inset images. Sections of washable hard surfaces from the rooms can be inset. The products can be inset with a lifestyle or surface shot, and vice versa. Colour is very important when advertising the L.O.C Plus products, and L.O.C. Multi-Purpose Cleaner is always shown with white and off-white props. 3332 Use of the brand colours can be an effective design element and can tie your Home Care messages together. Please make sure you follow colour, font and logo guidelines as outlined in the Brand Gallery.
  19. 19. Photo Gallery These images, which are all available on Brandnet, give you many options to choose from when creating promotional materials for the L.O.C.™ and L.O.C. Plus product lines. They work to reinforce the key messages of the L.O.C. Brand. Photo Categories There are thee options of photos for the L.O.C. Brand – A primary shot and two versions of secondary shots. The primary shots are wide shots of the room, with or without people. The adults are actively cleaning, or giving the indication of cleaning. There are families and children portrayed. The L.O.C. or L.O.C. Plus logo or product is visible, the props, rooms and wardrobe are colour co-coordinated with the product colours. Primary shots can be used alone, with secondary shots or with product shots. One series of the secondary shots is lifestyle shots. Families are interacting, and children are present in many of the shots. The L.O.C. or L.O.C. Plus logo or product is visible in many of these shots. The activity is fun, relaxed and happy. The other secondary shot series consists of close-ups of the washable hard surfaces that can be cleaned with the L.O.C. and L.O.C. Plus products. The secondary shots described above can be used to reinforce key messages. For instance, the photo showing the little girl playing on the floor with her father conveys the cleanliness of the floor. The photos of the hard surfaces can be called out from the wide shot of the room as shown below to emphasize the versatility of L.O.C. and L.O.C. Plus products by highlighting two or more products. For example, the room shown is colour-coded and set up to show off the capabilities of L.O.C. Plus Kitchen Cleaner, but an inset shot can be used to support L.O.C. Multi-Purpose Cleaner. Please note how the brand photography is used throughout this Brand Guide. The cropping and page placement style can also be used for your promotional materials. 3534 NOTE: Additional Brand images can be found on Brandnet. More Photography options are available that are not on Brandnet. Please contact Brand Management for information on additional photography we may have to support your promotional materials.
  20. 20. 3736 Brand Identity Just as all the pieces of a puzzle are needed to create a full picture, all the elements of a brand are necessary to capture a complete brand identity. The L.O.C.™ and L.O.C. Plus logos are pieces of the brand, which together, capitalize on the strength of a generation of history. The permanence of the L.O.C. logo builds brand recognition and trust in our loyal consumers, just as the energetic, clean typeface of the L.O.C. logos recall the 40 years of trusted service the L.O.C. family of cleaners has delivered. These brand elements never change and should be included in all L.O.C. materials and collateral as a symbol of our brand’s enduring dependability. L.O.C. Brand Logo The L.O.C. Brand logo is a well-recognized representation of our brand and must be included on all L.O.C. Brand promotional materials. The L.O.C. Brand logo is one of the most important icons consumers use to recognize their favorite family of cleaners. The white letters outlined in a clean, sophisticated dark blue colour convey the upscale feel of the L.O.C. Brand, and conjure up all of the fresh, clean images the L.O.C. Brand represents. Dark blue is also a traditional and rich colour which emphasizes the long history and heritage of the L.O.C. Brand. The letters themselves, L.O.C., still stand for Liquid Organic Concentrate, but they also bring to mind the longstanding heritage our company has been built on: Loyalty, Opportunity, and Confidence. As a heritage brand we can all be proud of the commitment to quality the L.O.C. logo has stood for and will stand for, in generations to come. Logo Colour Always reproduce the L.O.C. Brand logo in PMS 648 and PMS 291, solid black or solid white.
  21. 21. Tagline The World’s Most Multi-Purpose Cleaning Brand. Taglines are brief and memorable statements created for the brand positioning statement. The L.O.C. tagline should only be printed in Futura typeface. An optional tag, “Trust Your Family With Ours,” may be used in markets where the preferred tag cannot be used. Using the L.O.C. tag, “The World’s Most Multi-Purpose Cleaning Brand,” with specific L.O.C. or L.O.C. Plus Products or with the L.O.C. Brand logo is optional. The size and placement of all L.O.C. Brand and Product logo elements must always remain the same. L.O.C. Products Logos All advertisements and collateral materials should feature either the L.O.C. Brand logo or the individual L.O.C. or L.O.C. Plus product logos. Communication materials about the L.O.C. Brand must include the L.O.C. Brand logo. The tagline is optional. Communications materials about particular products may contain either the L.O.C. Brand logo or the featured product logo, tagline optional. Any changes to the L.O.C. or L.O.C. Plus logos must be approved by Brand Management. 3938 TRADEMARK AND REGISTRATION Alticor Inc. is the legal owner of trademark registrations encompassing the L.O.C. Brand and its products. The logo must always appear in the correct colour and font with a ®/™ in the upper right corner (® for Quixtar, Canada and China, ™ globally). L.O.C. Plus Bathroom Cleaner L.O.C. Plus Glass Cleaner L.O.C. Plus Kitchen Cleaner L.O.C. Plus Daily Shower Cleaner L.O.C. Plus Aerosol Glass Cleaner/SEE SPRAY L.O.C. Plus Metal Cleaner L.O.C. Plus SCRUB BRITE Soft Cleanser L.O.C. Multi-Purpose Cleaner L.O.C. Towelettes/Mini-Wipes L.O.C. Plus Wipes
  22. 22. 4140 General Art/Design Elements Type Type Colours for Copy PMS 648, Black and White are the primary type colours. PMS 359, PMS 310 and PMS 516 can be used as callout colours. *A note on choosing type colours: Legibility of all type is of utmost importance. Select colours that will have strong contrast against the background upon which the type will appear. For example, choosing white to place against a pale background will provide poor readability. Type Faces: Preferred Type Fonts: Futura Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 Futura Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 Graphic Colours Match the PMS numbers, not the colours printed on page 41, to ensure colour accuracy in your materials: PMS 648, PMS 359, PMS 310, PMS 516, White PMS 648 PMS 310 PMS 516PMS 359 WHITE
  23. 23. Creative Direction Other Creative Guidelines In those instances where your communications are other than print, the following guidelines should be referenced to maintain consistency with our L.O.C.™ Brand styling: Voiceover The L.O.C. Brand is all about trust, cleanliness, and convenience. The voice should reflect these characteristics with people who are confident, happy, and worry-free. Music Music is a subtle, but powerful tool. When selecting music for promotional materials, choose pieces that are happy, upbeat, and confident to support your key messages and images. 4342
  24. 24. Creative Samples On these pages, you’ll find examples of the kinds of L.O.C.™ ads: brand ads, product launch ads and product re-promotion ads. 4544 L.O.C. Brand HEADLINE: Making the World a Cleaner Place One Home at a Time COPY: We’ve built our reputation on protecting families around the world. Nothing could be more important to us than delivering the multi-purpose tools you need to provide your family with clean environments, while guarding the time it takes to get your home as clean as it needs to be. That’s why we demand revolutionary, high- impact, effective formulas. Always tough on dirt yet gentle on families and surfaces. See how easily L.O.C. Clean happens! OPTIONAL TAGLINE: The World’s Most Multi-Purpose Cleaning Brand L.O.C.™ Plus Kitchen Cleaner HEADLINE: Concentrating On the Cleanest Kitchens COPY: There is no other place in your house where it is as important to keep work areas sanitary as in your kitchen. Trust L.O.C. Plus Kitchen Cleaner’s concentrated formula to power through the toughest kitchen grime and provide you with the sanitary surface areas you need for food preparation. Achieve absolute clean with the confidence of L.O.C. Plus Kitchen Cleaner. OPTIONAL TAGLINE: The World’s Most Multi-Purpose Cleaning Brand Making the World a Cleaner Place One Home at a Time We’ve built our reputation on protecting families around the world. Nothing could be more important to us than delivering the multi-purpose tools you need to provide your family with clean environments, while guarding the time it takes to get your home as clean as it needs to be. That’s why we demand revolutionary, high-impact, effective formulas. Always tough on dirt yet gentle on families and surfaces. See how easily L.O.C. Clean happens! There is no other place in your house, where it is as important to keep work areas sanitary, as in your kitchen. Trust L.O.C. Plus Kitchen Cleaner’s concentrated formula to power through the toughest kitchen grime and provide you with the sanitary surface areas you need for food preparation. Achieve absolute clean with the confidence of L.O.C. Plus Kitchen Cleaner. Concentrating on the Cleanest Kitchens
  25. 25. 4746 L.O.C. Plus Glass Cleaner HEADLINE: Improve your View with L.O.C.™ Plus Glass Cleaner COPY: Get a state-of-the-art clean with L.O.C. Plus Glass Cleaner. Specifically formulated to eliminate grimy fingerprints and tough dirt from all glass surfaces, one swipe is all it takes for windows and glass to become crystal clear without streaks or smears. OPTIONAL TAGLINE IF PRODUCT LOGO IS USED: The World’s Most Multi-Purpose Cleaning Brand L.O.C.™ Multi-Purpose Cleaner HEADLINE: Cleaning Homes, Protecting Families. L.O.C. Multi-Purpose Cleaner COPY: In a world of complicated and harsh cleaners, try a little tenderness. L.O.C. Multi-Purpose Cleaner safely tackles tough jobs from surface to surface throughout your home, muscling out dirt and grime with an easy one-step formula. Tough on a multitude of soils, but gentle on you and all your washable hard surfaces. OPTIONAL TAGLINE IF PRODUCT LOGO IS USED: The World’s Most Multi-Purpose Cleaning Brand Cleaning Homes, Protecting Families. L.O.C.™ Multi-Purpose Cleaner In a world of complicated and harsh cleaners, try a little tenderness. L.O.C. Multi-Purpose Cleaner safely tackles tough jobs from surface to surface throughout your home, muscling out dirt and grime with an easy one step formula. Tough on a multitude of soils, but gentle on you and all your washable hard surfaces. Getastate-of-the-artcleanwith L.O.C. Plus Glass Cleaner. Specifically formulated to eliminate grimy fingerprints and tough dirt from all glass surfaces, one swipe is all it takes for windows and glass to become crystal clear without streaks or smears. Improve your View with L.O.C.™ Plus Glass Cleaner
  26. 26. Copy Samples The section contains additional samples of copy you may use to promote various L.O.C.™ and L.O.C. Plus Products L.O.C. Plus Bathroom Cleaner HEADLINE: Putting the Muscle in Clean So You Don’t Have To COPY: Leave your workout for the gym! L.O.C.™ Plus Bathroom Cleaner puts an end to scrubbing out stubborn dirt and grime in the bathroom. Our streak-free formula powers through tough soap scum and mould, leaving a fresh-smelling, shiny and sanitary bathroom for you and your family. Don’t sweat it with L.O.C. to the rescue! OPTIONAL TAGLINE IF PRODUCT LOGO IS USED: The World’s Most Multi-Purpose Cleaning Brand L.O.C. Plus Daily Shower Cleaner HEADLINE: Creating A Cleaner Shower Every Day COPY: Ever get into the shower and feel like it’s not as clean as you want it to be? First, clean your shower with L.O.C.™ Plus Bathroom Cleaner, then use L.O.C. Plus Daily Shower Cleaner daily to ensure that every shower you take is pristine clean. Scrub-free maintenance is just an easy mist away. OPTIONAL TAGLINE IF PRODUCT LOGO IS USED: The World’s Most Multi-Purpose Cleaning Brand L.O.C.™ Plus Glass Cleaner/SEE SPRAY HEADLINE: Clearly a Better View COPY: Having a tough time seeing clear in a steamy bathroom? L.O.C. Plus Aerosol Glass Cleaner’s powerful anti-fog formula helps glass resist steam, so it’s easy to keep your bathroom cleaner, clearer, and brighter longer. OPTIONAL TAGLINE IF PRODUCT LOGO IS USED: The World’s Most Multi-Purpose Cleaning Brand 4948 L.O.C.™ Plus Soft Cleanser/SCRUB BRITE HEADLINE: Soft on Surfaces, Hard on Stains COPY: Hardworking surfaces stay clean and clear with L.O.C. Plus Soft Cleanser/SCRUB BRITE. Our patented triple action formula puts the one-two-three punch to tough dirt first with a high performance cleaning surfactant, then a natural citrus solvent and a mild abrasive, leaving a fresh scent and a shiny, scratch-free surface. You’ll love the clean you get with L.O.C. Plus Soft Cleanser/SCRUB BRITE. OPTIONAL TAGLINE IF PRODUCT LOGO IS USED: The World’s Most Multi-Purpose Cleaning Brand
  27. 27. L.O.C.™ Plus Metal Cleaner HEADLINE L.O.C. Plus Metal Cleaner, Brilliant! COPY: Perfect for that really deep clean your stainless steel or copper pots and pans need. L.O.C. Plus Metal Cleaner gets out blue heat burns and polishes as it cleans. An easy swipe puts a brilliant shine on your metal with the major muscle we put into our powerful formula. OPTIONAL TAGLINE IF PRODUCT LOGO IS USED: The World’s Most Multi-Purpose Cleaning Brand L.O.C. Towelettes/Mini-Wipes HEADLINE: Bringing L.O.C.™ Clean To Active Lives COPY: The perfect cleaner in the perfect package, L.O.C. Towelettes/Mini-Wipes let you bring a powerful cleaning solution with you wherever you go. So whether it’s a little spill on your washable shirt at lunch, or wiping off a public grocery cart before you touch it, we’ve got clean covered. OPTIONAL TAGLINE IF PRODUCT LOGO IS USED: The World’s Most Multi-Purpose Cleaning Brand L.O.C. Plus Wipes HEADLINE: Wiping Out Dirt Daily COPY: L.O.C.™ Plus Wipes make maintaining a clean home easy. Keep the customizable canisters within easy reach for quick touch-ups throughout the week, and you’ll find Saturday morning cleaning goes faster than it ever did before! There’s no better way to get the upper hand on dirt. OPTIONAL TAGLINE IF PRODUCT LOGO IS USED: The World’s Most Multi-Purpose Cleaning Brand Ad templates and suggested copy for these and other L.O.C. ads are all available on Brandnet. (For other ad guidelines, see Page 54.) 5150
  28. 28. Examples Of Other Materials Brand communications materials that share the same look, tone, and message will reinforce each other, making the brand’s impact and identity that much stronger. 5352 AMAGRAM™/ACHIEVE™ Magazine Covers Display PowerPoint Presentation Brochure Website
  29. 29. Staying On Brand/Brand Taboos Staying On Brand When using your own photography in any material, it is important that you stay true to the style and content established for the L.O.C.™ Brand for consistency and continuity. This is essential to achieve our goal of creating a distinguishing, recognizable identity for the L.O.C. Brand. The points on the following page clarify what it means to be “on brand.” Why is this ad “on brand”? L.O.C. Brand Taboos For Visual Images: 1. Avoid negative images – no sick, stressed or worried people. 2. Avoid sexism. 3. Never show scantily clad or provocative images of models. 4. Never use cartoons or any illustrations that are not approved images. 5. Never show images of tobacco, alcohol or firearms. 6. Never make changes to model features or clothing (other than retouching). 7. Never superimpose illustrations or graphic treatments over models. For L.O.C. Copy: 1. Do not set a tone unacceptable to the target market (women/mothers/wives). 2. Never use long copy or copy with highly technical content in ads. Save this information for articles. 3. Never make negative claims about competitive products or consumers, or engage in any negative selling. 4. Never make unsubstantiated claims or any product claim that is not specifically mentioned in the brand key messages or in approved ad copy. 5. Never create an ad that stresses product features that are not strong points of the L.O.C. Brand. 5554 Creating Your Own Materials Please follow the font, colour, tagline, photography and logo guidelines as outlined in Brand Identity. Models When using adults, select those who are attractive and self-confident. These are people who care about cleanliness and should be portrayed that way. When selecting children, choose those who are cute, energetic, active, happy, smiling, and are the appropriate age for whatever activity they are performing. Wardrobe The clothing worn by the models should be very casual, but still of high quality. Since the adults are cleaning, or giving the impression of cleaning, jeans are acceptable. Children’s clothing is trendy, cute and upscale. Locations Rooms where L.O.C.™ and L.O.C. Plus products are used are clean and bright. The props colour coordinate with the product colours. Rooms should be upscale and aspirational. They can be very cutting edge similar to the Photo Gallery Bathroom, Kitchen and Glass Cleaner locations, or in the case of the L.O.C. Brand and L.O.C. Multi-Purpose Cleaner location, more traditional to reflect the L.O.C. Brand heritage.
  30. 30. General Guidelines Discounting The L.O.C.™ Brand is a premium brand and when considering promotions or discounting products, a high quality positioning should be conveyed. The way this is communicated is key: DON’T: “10% off on all L.O.C. products.” DO: “With a purchase of any L.O.C. or L.O.C. Plus product this month, we will give you a complimentary gift at no charge.” Sponsorships/Public Relations The L.O.C. Brand represents more than products. It also represents trust, peace of mind, and convenience. By using the L.O.C. Brand to sponsor appropriate activities and organizations, we support IBOs and customers in reaching their goals and dreams. Sponsorship Guidelines: Do sponsor: Events and organizations that promote… family and children women’s health youth activities and events business and social opportunities for women cultural and artistic organizations Family-related issues that fit within the Amway guidelines. Don’t sponsor: Events or organizations that are… controversial closely linked to a single religion or political party Causes or issues that do not fit within the Amway guidelines. 5756 The L.O.C.™ Brand Guide on Brandnet There are many ways to find the assets and/or communication materials you are looking for on Brandnet. To find this Brand Guide go to the “Easy Find” menu and select Brand Guides, then L.O.C. For more specific search results, you can search by the file name, which is the same as the image number typed below the image in your Brand Guide.
  31. 31. Creative Guidelines Frequently Asked Questions Q. Why is the Brand Guide separated by colours? A. This L.O.C.™ Brand Guide is separated by colours to help marketers around the world associate colours with specific L.O.C. Plus products. This in turn will help marketers communicate colour association to IBOs. Colour can be used quite creatively in layouts, in fonts, in image outlines, and so on. We have chosen to emphasize three of the major L.O.C. Plus product colours – blue for L.O.C. Plus Glass Cleaner, green for L.O.C. Plus Kitchen Cleaner and pink for L.O.C. Plus Bathroom Cleaner. The dark blue colour has been chosen to represent the L.O.C. Brand and L.O.C. Multi-Purpose Cleaner. Q. What is the L.O.C. Brand Tagline and how is it used? A. The L.O.C. tagline is: “The World’s Most Multi-Purpose Cleaning Brand.” This tagline is a strong statement about our L.O.C. Brand and using it with the L.O.C. logo in communication materials is optional. The tagline is also optional for communication materials about specific products, but you are encouraged to use it for any L.O.C. Multi-Purpose Cleaner or any multi-product L.O.C. Plus products communication pieces. For markets that cannot use “The World’s Most Multi-Purpose Cleaning Brand,”you may use “Trust Your Family With Ours.” Q. How was the photography style determined? A. Four different locations were chosen for the photo shoot – a kitchen, a bathroom, a living room with a lot of glass and a traditional living room. Each location was chosen with an eye for colour and style. Rooms needed to be upscale and reflect or emphasize the product colour. For instance, the blue sky in the Glass series emphasized the blue colour of L.O.C. Plus Glass Cleaner. Wardrobe and props were chosen to emphasize the colours of the products. The L.O.C. Multi-Purpose Cleaner location had to serve two purposes: To represent the L.O.C. Brand and the L.O.C. Multi-Purpose Cleaner product. A more traditional location was chosen, and since the product colour is clear, props were white or off white. Dark blue was used in some props and in wardrobe to reflect the L.O.C. Brand logo. 5958
  32. 32. Product Guide 6160 The L.O.C.™ Brand has been cleaning homes for over 40 years, always delivering safe, effective results for your customers, and remaining one of the most trusted, comprehensive names in cleaning products available. These timeless qualities define the L.O.C. Brand and yet the brand itself continues to evolve, continually responding to the contemporary needs of your loyal consumers, with innovative formulas and fresh campaign materials. Here is the new L.O.C. Product Guide, where timeless and contemporary join in a smart new look that is clean and ultra modern. Enjoy! Everyyear,10millionlitresofL.O.C.Multi-Purpose Cleaneraresold.That’salmost20bottlesevery minuteofeveryday! L.O.C. Multi-Purpose Cleaner .......63 L.O.C. Plus Bathroom Cleaner ......68 L.O.C. Plus Daily Shower Cleaner..78 L.O.C. Plus Kitchen Cleaner .........83 L.O.C. Plus Glass Cleaner............89 L.O.C. Plus Aerosol Glass Cleaner/SEE SPRAY.......... 93 L.O.C. Plus Soft Cleanser/ SCRUB BRITE................... 97 L.O.C. Plus Metal Cleaner .........103 L.O.C. Plus Towelettes/ Mini-Wipes................... 107 L.O.C. Plus Wipes ...................109
  33. 33. 6362 L.O.C.™ Multi-Purpose Cleaner Product Profile – The world’s most multi-purpose cleaner offers exceptional soil removal and streak resistance with an easy, one-step formula; no rinsing required! Key Selling Messages – Key selling messages convey the most important selling features of a particular product. They make great sell copy and should be as prominent as possible, preferably in the headline. Effectively cleaning since 1959, L.O.C. Multi-Purpose Cleaner cleans your home from surface to surface with a gentle strength, delivering an immaculate, streak-free shine with no rinsing necessary. Features The most versatile cleaner in the world Cleans anything that water won’t hurt Tough on dirt, gentle on hands Benefits Eliminate the clutter of too many cleaning products with an easy-to-use formula Safe to use on a multitude of surfaces and fabrics Effective formula eliminates dirt without harming surfaces or your skin
  34. 34. The following bolded words are focus words that describe L.O.C.™ Multi-Purpose Cleaner is primary features and benefits. These sound bites make great ad campaign material! VERSATILE – Safely cleans all washable household surfaces, maintaining a sanitary environment for your family (replace sanitary with ‘hygienically clean’ in Europe only). POWERFUL – Muscles through tough soil build-up and grime, leaving a streak-free shine. GENTLE – Mild enough to use as a hand cleanser, yet tough enough to erase grease and grime. (NOTE: This statement is not allowed in Japan or Korea, and Germany requires additional ingredient listing and address on label). EFFECTIVE – Dirt doesn’t stand a chance against the dynamic blend of cleaners perfectly balanced in our powerful yet gentle formula. NO RINSING – One-step formula leaves surfaces fresh and clean with just one swipe. 6564 FAQs: Q. On what surfaces can I use L.O.C.™ Multi-Purpose Cleaner? A. L.O.C. Multi-Purpose Cleaner is effective on all hard washable surfaces in your home. Remember, if you can wash a surface with water, L.O.C. Multi-Purpose Cleaner is safe to use! Specifically this includes sealed wood, tile, marble, linoleum, tubs, cabinets, washable walls, both painted and sealed woodwork, and doorknobs. Q. Is L.O.C. Multi-Purpose Cleaner recommended for bucket dilution or trigger sprayer application? A. L.O.C. Multi-Purpose Cleaner is as versatile as it is effective! Use it in a bucket at 1 fl. oz. (30 ml) per gallon (4 litres) of water or in the Pistol Grip Sprayer using a 1:3 dilution ratio for impressive results, regardless of application. Q. L.O.C. Multi-Purpose Cleaner has great suds. Do I have rinse them away? A. Not at all! L.O.C. Multi-Purpose Cleaner is formulated to leave minimal residue and is streak-resistant on all surfaces when used as directed. Q. Does L.O.C. Multi-Purpose Cleaner contain a coconut oil derivative? A. Yes, L.O.C. Multi-Purpose Cleaner contains a grease-cutting surfactant derived from coconut oil. Usages General Cleaning: Dilute 1 fl. oz. (30 ml) with 1 gallon ( 4 litres) of water. Wash and dry as needed. No rinsing required. Using Pistol Grip Sprayer, add water to the 1:9 line, then add product to the 500 ml line. Spray and wipe dry. For hand washing use full strength. Rub in well and rinse off. NOTE: Use the Spray option on the Pistol Grip Sprayer for large surfaces, the Foam option for smaller areas. Uses Use on any washable surface that water won’t hurt
  35. 35. Demo #1 L.O.C.™ Multi-Purpose Cleaner No Streaking Demonstration Purpose To illustrate the ability of L.O.C. Multi-Purpose Cleaner to resist streaking Materials Needed Eye droppers or pipettes Paper towels Glossy, black ceramic tile or glass mirror Pistol-Grip Sprayer bottle L.O.C. Multi-Purpose Cleaner diluted to 1:9 with water in spray bottle Directions 1. Fold a section of paper towel in half three times, creating an “applicator” that is 8 layers thick. 2. Use an eyedropper to carefully apply 0.5 ml of diluted L.O.C. Multi-Purpose Cleaner onto the folded edge of the paper towel. 3. Hold the folded paper towel at a 45º angle and gently touch the wetted edge to the tile or mirror. Smoothly rub the surface with 6 passes to fully wet the surface. 4. After 5–10 seconds, look at the tile or mirror surfaces. Result The surface with diluted L.O.C. Multi-Purpose Cleaner applied shows essentially no streaking. 6766 Demo #2 L.O.C.™ Multi-Purpose Cleaner Shoe Polish Demonstration Purpose Shows how the L.O.C. Multi-Purpose Cleaner can remove an “impossible” stain such as black shoe polish from your hands. Also shows how L.O.C. cleans up after itself by removing the transferred stain from a handkerchief as well. Materials Needed Black shoe polish paste White handkerchief Bowl of warm water L.O.C. Multi-Purpose Cleaner Directions Set-up/Preparation: Approximately 5 minutes Demonstration: Approximately 5 minutes 1) Smear a small amount of shoe polish on the back of one hand. 2) Pour less than a capful of L.O.C. Multi-Purpose Cleaner on the shoe polish stain. Rub the liquid carefully to disperse it over the entire stained area. 3) Wipe your hand with a clean handkerchief. All the polish will come off your hand, leaving the handkerchief a mess. 4) Dip the handkerchief into a bowl of warm water. Agitate the handkerchief thoroughly for a minute. 5) Lift the handkerchief from the water. Wring out the excess water and spread the handkerchief out. Result Both the handkerchief and your hands are completely clean, demonstrating the amazing stain removing ability of L.O.C. Multi-Purpose Cleaner. Image Available on Brandnet Soon. The World’s Most Multi-Purpose Cleaning Brand
  36. 36. L.O.C.™ Plus Bathroom Cleaner Product Profile – This highly effective bathroom cleaner aggressively removes some of the toughest bathroom soils and stains, including soap scum and lime scale deposits, yet it is safe for most washable bathroom surfaces. Key Selling Messages – Key selling messages convey the most important selling features of a particular product. They make great sell copy and should be as prominent as possible, preferably in the headline. Protect your family from unsanitary bathroom soil! L.O.C. Plus Bathroom Cleaner’s streak-free formula attacks tough bathroom grime and buildup, rinses away easily, delivering a pristinely clean, hygienic environment for you and your family. 6968 Features Versatile bathroom cleaner rinses easily revealing a streak-free shine Leaves surfaces sanitary (use ‘hygienically clean’ in Europe) Aggressive cleaning action Removes tough hard water stains and limescale deposits No harmful abrasives Safe for most washable bathroom surfaces Concentrated 500 ml bottle yields up to four 500 ml ready-to-use bottles when diluted with water Benefits Cleans bathroom surfaces quickly, leaving them fresh-smelling and streak-free Helps achieve a clean home environment Works quickly to penetrate and dissolve soap scum, mineral deposits and bathroom soils Rinses away easily leaving a streak-free shine. Cleans and shines without scratching Will not damage ceramic tile, fiberglass, porcelain, stainless steel, tile, plastic, or vinyl Reduces packaging waste; convenient
  37. 37. 7170 FAQs Q. Does L.O.C.™ Plus Bathroom Cleaner kill germs? A. No, L.O.C. Plus Bathroom Cleaner removes the soil in which germs hide and thrive, leaving surfaces hygienically clean (sanitary in the US and Canada). Because L.O.C. Plus Bathroom Cleaner is not currently a registered disinfectant, no claims can be made regarding killing germs at this time. Q. What is the difference between L.O.C. Plus Bathroom Cleaner and PURSUE™ Disinfectant? A. PURSUE products are registered disinfectants and contain ingredients that kill bacteria, viruses and fungi, which enables us to make the claim that PURSUE products may be used on surfaces to kill harmful bacteria, viruses and fungi that are present. L.O.C. Plus Bathroom Cleaner is formulated to eliminate soap scum, hard water stains and lime scale build-up. Use both products together to easily erase dirt and bacteria, viruses and fungi. Q. Does L.O.C. Plus Bathroom Cleaner contain a coconut oil derivative? A. Yes. L.O.C. Plus Bathroom Cleaner contains a soil lifting surfactant derived from coconut oil. The following bolded words are focus words that describe the primary features and benefits of L.O.C.™ Plus Bathroom Cleaner. These sound bites make great ad campaign material! SANITARY/HYGIENICALLY CLEAN – Protects your family by maintaining sanitary bathroom surfaces creating a healthy environment for all (replace sanitary with ‘hygienically clean’ in Europe only). HARDWORKING – Wipes out soap scum, hard water stains, lime scale deposits, and tough bathroom stains with a simple 1:1 dilution ratio. SAFE – Tough on bathroom dirt, gentle on surfaces. Use on most washable bathroom surfaces. NO SCRUBBING – Rinses easily, leaving a sparkling, streak-free shine. Usages General Cleaning: Using the Pistol Grip Sprayer bottle, add water to the 3:1 line, then add product to the 500 ml line. Spray and wipe with a damp sponge or cloth. For Lime Scale and Extra Tough Jobs: Add water to the 1:1 line, then add product to 500 ml line. Spray and let stand for several minutes as needed. Wipe with damp sponge or cloth. NOTE: Use the Spray option on the Pistol Grip Sprayer for large surfaces, the Foam option for smaller areas Uses Ceramic tile, fiberglass, porcelain, stainless steel, tile, plastic and vinyl. Not for use on brass, marble or other natural stone
  38. 38. 7372 Demo #1 L.O.C.™ Plus Bathroom Cleaner The Power of Organic Acid Demonstration Purpose This demonstration shows how quickly L.O.C. Plus Bathroom Cleaner chemically reacts with inorganic deposits similar to hard water scale found in most bathrooms. Materials Needed Baking Soda (bicarbonate of soda) L.O.C. Plus Bathroom Cleaner One glass measuring cup Teaspoon or 2 ml measuring spoon One Pistol Grip Sprayer dilution bottle Directions 1. Mix a 1:1 dilution of L.O.C. Plus Bathroom Cleaner and tap water in the Pistol Grip Sprayer dilution bottle. 2. Add about 1-2 ml (1/4 tsp) of Baking Soda to the measuring cup. 3. Pour in about 2 fl. oz. (about 60 ml) of diluted Bathroom Cleaner into the measuring cup. 4. Watch in amazement as L.O.C. Plus Bathroom Cleaner attacks the baking soda, causing foaming and frothing to occur. Result Baking soda is composed of sodium bicarbonate, chemically similar to the lime scale buildup found in many bathrooms. This demonstration shows the power of the organic acid used in L.O.C. Plus Bathroom Cleaner. Q. Is L.O.C.™ Plus Bathroom Cleaner gentle on bathroom surfaces? A. L.O.C. Plus Bathroom Cleaner has a unique formula which doesn’t contain any harsh mineral acids, caustics or chlorine bleach. Instead, it uses an organic acid that specifically targets bathroom soils combined with other cleaning agents, including a coconut oil derived surfactant, making the formula tough on dirt but gentle on most surfaces. Q. Does L.O.C. Plus Bathroom Cleaner remove lime scale? A. Yes. For effective removal of heavy lime scale, use a 1:1 dilution of L.O.C. Plus Bathroom Cleaner. Let the product do the work for you by soaking the lime scale for complete removal. Q. Is L.O.C. Plus Bathroom Cleaner abrasive? A. No. L.O.C. Plus Bathroom Cleaner cleans without scratching most washable surfaces. However, because it is acidic, it should not be used on brass, marble or natural stone. Q. Do you have to rinse after using L.O.C. Plus Bathroom Cleaner? A. Yes. L.O.C. Plus Bathroom Cleaner is easily rinsed away leaving a streak-free shine! Q. Does L.O.C. Plus Bathroom Cleaner prevent mould and mildew buildup? A. No. By removing soils, including soap scum and body oils, L.O.C. Plus Bathroom Cleaner helps reduce available organic materials that mould and mildew use to thrive. This, in turn, helps control the recurrence of mould and mildew stains. TIP: Remove mould and mildew stains from porous surfaces like grout using bleach. This process should be completed prior to using L.O.C. Plus Bathroom Cleaners. Never mix with or use the two products at the same time.
  39. 39. 7574 28,800 bottles of L.O.C.™ Multi-Purpose Cleaner are sold per day worldwide!
  40. 40. 7776 Demo #2 L.O.C.™ Plus Bathroom Cleaner Purpose This Demonstration shows how quickly L.O.C. Plus Bathroom Cleaner can remove common make-up stains found in most bathrooms. Materials Needed ARTISTRY™ Lipstick (smear resistant) ARTISTRY Definitive Lash Mascara ARTISTRY Foundation L.O.C. Plus Bathroom Cleaner One Pistol Grip Sprayer dilution bottle 15 cm. x 15 cm. white, glossy ceramic tile (6” x 6”) Directions 5. Apply a stripe of lipstick onto the ceramic tile. 6. Repeat step #1 with foundation. 7. Repeat step #1 with mascara. 8. Spray a 1:3 dilution of L.O.C. Plus Bathroom Cleaner over a section of the stains. Allow product to stand for 15–20 seconds. 9. Using a folded section of paper towel, wipe over all three stains and watch in amazement as L.O.C. Plus Bathroom Cleaner removes the make-up soils in one pass. Result L.O.C. Plus Bathroom Cleaner removed all three stains in one pass, leaving a clean tile surface. Image Available on Brandnet Soon.
  41. 41. 7978 L.O.C.™ Plus Daily Shower Cleaner Product Profile – L.O.C. Plus Daily Shower Cleaner keeps all shower surfaces sanitary (use hygienically clean in Europe) and smelling fresh. No scrubbing necessary! Key Selling Messages – Key selling messages convey the most important selling features of a particular product. They make great sell copy and should be as prominent as possible, preferably in the headline. L.O.C. Plus Daily Shower Cleaner, the easy way to maintain a clean shower surface. Daily use ensures every shower experience is clean and fresh-smelling. Features Blend of chelating agents, surfactants and solvent make a three-pronged attack on calcium, soap/ body oils, and dirt Daily use keeps shower clean and sanitary (“hygienically clean” in Europe), preventing hard water stains and lime scale deposits, soap scum and bathroom soil buildup Regular use protects against mould and mildew stains by removing the organic soils these organisms need to grow Mould inhibitors provide additional protection against mould and mildew buildup (Japan only) Refreshing, clean scent No-rinse formula leaves a shine with no dulling residue Concentrated 500 ml bottle yields four 500 ml ready-to-use bottles when diluted with water Benefits Daily use prevents and breaks up hard water stains, soap scum and bathroom soil buildup, and solubilizes them. Once cleaned, further applications keep soil from building up. No scrubbing, wiping or rinsing is necessary Shower stays clean longer Enjoy mould and mildew free shower environment (Japan only) Leaves surfaces smelling clean and fresh Surfaces are clean and shiny Reduces packaging waste; convenient The L.O.C.™ Brand Is The World’s Most Multi-Purpose Cleaning Brand.
  42. 42. The following bolded words are focus words that describe the primary features and benefits of L.O.C.™ Plus Daily Shower Cleaner. These sound bites make great ad campaign material! SANITARY/HYGIENICALLY CLEAN – Keeps shower surfaces sanitary, enhancing a healthy environment for all (replace sanitary with ‘hygienically clean’ in Europe only). PREVENTS – Prevents hard water stains, soap scum and bathroom soil from taking hold with daily use. PROTECTS – Protects against mould and mildew stains and lime scale deposits with daily use. REFRESHES – Leaves surfaces clean and fresh smelling. NO SCRUBBING – A daily mist from one-step L.O.C. Plus Daily Shower Cleaner keeps your shower clean and shiny, no scrubbing or rinsing required! 8180 FAQs Q. What is the difference between L.O.C.™ Plus Bathroom Cleaner and L.O.C. Plus Daily Shower Cleaner? A. Designed as an easy spray and go shower maintenance product, daily use of L.O.C. Plus Daily Shower Cleaner prevents the build-up of soap scum and hard water stains. While it will work to remove existing soils, it is not formulated as a heavy duty cleaner. Pre-clean with L.O.C. Plus Bathroom Cleaner to eliminate heavy soil buildup, hard water stains, or lime scale deposits. Q. Do I need to rinse after applying L.O.C. Plus Daily Shower Cleaner? A. L.O.C. Plus is a one-step cleaning system! Simply spray surfaces and let dry to a streak-free shine. TIP: A light wiping of chromed surfaces leaves them at their shiniest. Q. Is L.O.C. Plus Daily Shower Cleaner safe for all surfaces? A. Use L.O.C. Plus Daily Shower Cleaner safely on nearly all washable bathroom surfaces. However, it should not be used on natural marble, stone or wood. Q. Does regular use of L.O.C. Plus Daily Shower Cleaner really prevent mould and mildew stains? A. Regular use of L.O.C. Plus Daily Shower Cleaner will keep your shower surfaces hygienically clean. Without the soap scum and other organic materials mould and mildew thrive on, recurrence of mould and mildew stains is greatly decreased. TIP: For a superior clean, clean previous mould and mildew stain buildup with fast acting L.O.C. Plus Bathroom Cleaner or L.O.C. Plus Soft Cleanser in a separate cleaning. Never mix or spray these products directly with any chlorine-based products. Q. Does L.O.C. Plus Daily Shower Cleaner contain a coconut oil derivative? A. Yes. L.O.C. Plus Daily Shower Cleaner contains a soil-lifting, low-streaking surfactant derived coconut oil. Usage: Usages Using the Pistol Grip Sprayer bottle, add water to the 3:1 line, then add product to the 500 ml line. After showering, spray on surfaces and fixtures and allow to dry. No rinsing or wiping needed. For extra tough jobs: For best results, pre-clean surfaces with L.O.C. Plus Bathroom Cleaner to remove buildup of soils and hard water deposits. (Not for use on marble, natural stone, or brass.) NOTE: Use the Spray option on the Pistol Grip Sprayer for large surfaces, the Foam option for smaller areas Uses Shower walls, doors, and fixtures
  43. 43. Demo L.O.C.™ Plus Daily Shower Cleaner No Dulling Residue Demonstration Purpose To show the ability of L.O.C. Plus Daily Shower Cleaner to leave treated shower surfaces clean and shiny without rinsing or wiping. Materials Needed Paper towel Clear plastic bottle or jar Distilled or tap water Plastic pipette or eye dropper Two black, glossy ceramic tiles L.O.C. Plus Daily Shower Cleaner Concentrate Directions 1. Into the jar add 1 fl. oz. (30 ml) of L.O.C. Plus Daily Shower Cleaner and 3 fl. oz. (90 ml) of water. Swirl to mix (this step may be done in advance). 2. Using the pipette or eye dropper, squirt the L.O.C. Plus Daily Shower Cleaner onto one clean, ceramic tile, covering its surface. 3. Place the tile in an upright position on the paper towel, allowing solution to run off and the tile to dry (use the bottle or jar as support, if necessary). 4. Compare the treated tile after it dries to the untreated tile. Result The treated ceramic tile will be left with a clear and glossy finish, virtually undistinguishable from the untreated tile. There is no hazy residue or film. 82 83 L.O.C.™ Plus Kitchen Cleaner Product Profile – This powerful formula cuts through tough grease and grime quickly on washable kitchen and household surfaces, leaving them sanitary (use ‘hygienically clean’ in Europe). No rinse formula leaves surfaces smelling fresh. Key Selling Messages – Key selling messages convey the most important selling features of a particular product. They make great sell copy and should be as prominent as possible, preferably in the headline. Demand sanitary surfaces throughout your kitchen with L.O.C. Plus Kitchen Cleaner. The concentrated formula powers through tough kitchen grime achieving a clean, shiny surface with an easy no-rinse, no-streak, fresh formula.
  44. 44. 85 FAQs Q. Can L.O.C.™ Plus Kitchen Cleaner be used on all kitchen surfaces, including glass? A. Yes, L.O.C. Plus Kitchen Cleaner’s streak-resistant formula makes it the perfect choice on all non-porous surfaces including countertops, sinks, stovetops, microwaves, and refrigerators. It also provides exceptional cleaning on all high definition kitchen surfaces, including appliance glass. Q. Does L.O.C. Plus Kitchen Cleaner contain a coconut oil derivative? A. Yes. L.O.C. Plus Kitchen Cleaner contains a soil-lifting, low-streaking surfactant coconut oil. Usages General Cleaning: Using the Pistol Grip Sprayer bottle, add 375 ml of water to the 3:1 line, then add product to the 500 ml line. Spray and wipe dry. For extra tough jobs: Dilute 1:1 with water. NOTE: Use the Spray option on the Pistol Grip Sprayer for large surfaces, the Foam option for smaller areas Uses Stovetops, walls, countertops, sinks, microwaves, refrigerators 84 Features Versatile kitchen cleaner Leaves surfaces sanitary (“hygienically clean” in Europe) Powerful cleaning action quickly cuts through tough, greasy messes No-rinse formula provides streak-free shine Safe for use on all non-porous kitchen surfaces including countertops, sinks, and kitchen appliances including stovetops and refrigerators Concentrated 500 ml bottle yields up to four 500 ml ready-to-use bottles when diluted with water Benefits Cleans most kitchen surfaces and leaves them fresh-smelling Contributes to a clean home environment Leaves kitchen surfaces sparkling clean Convenient to use Versatile and convenient to use Reduces packaging waste; convenient storage; economical The following bolded words are focus words that describe L.O.C. Plus Kitchen Cleaner’s primary features and benefits. These sound bites make great ad campaign material! SANITARY/HYGIENICALLY CLEAN – Safely cleans and removes soils from washable kitchen and household surfaces providing sanitary (“hygienically clean” in Europe) surfaces throughout. POWERFUL – Quickly cuts through toughest greasy messes. SAFE – Gentle on all non-porous surfaces. REFRESHES – Leaves surfaces sanitary (“hygienically clean” in Europe) and smelling fresh. NO RINSE – One-step formula provides a streak-free shine.
  45. 45. 8786 Demo #1 L.O.C.™ Plus Kitchen Cleaner No Streaking Demonstration Purpose To illustrate the ability of L.O.C. Plus Kitchen Cleaner to resist streaking. Materials Needed Eye droppers or pipettes Paper towels Two glossy, black ceramic tiles or two glass mirrors L.O.C. Plus Kitchen Cleaner diluted to 1:3 with water in spray bottle Competitive all purpose cleaner Directions 1. Fold a section of paper towel in half three times, creating an “applicator” that is eight layers thick. 2. Use one eyedropper to carefully apply 0.5 ml of L.O.C. Plus Kitchen Cleaner to the folded edge of the paper towel. 3. Hold the folded paper towel at a 45º angle and gently touch the wet edge to the tile or mirror. Smoothly rub the surface with six passes to fully wet the surface. 4. Repeat steps 1–3 above with the competitive product. 5. After 5–10 seconds, look at the tile or mirror surfaces. Result The surface treated with L.O.C. Plus Kitchen Cleaner shows little streaking. Many competitors shows heavy streaking.
  46. 46. 89 L.O.C.™ Plus Glass Cleaner Product Profile – This concentrated glass cleaner quickly and easily cuts through grease, grime, and film buildup without streaking or smearing. Key Selling Messages – Key selling messages convey the most important selling features of a particular product. They make great sell copy and should be as prominent as possible, preferably in the headline. Let L.O.C. Plus Glass Cleaner intensify the fight against grimy fingerprints and accumulated grease. With one easy swipe, windows and glass become crystal clear, no streaking or smearing allowed. Features Provides streak-free shine Cuts through and removes soil and grime easily (in Japan, add “including cigarette smoke”) Versatile Concentrated 500 ml bottle yields four ready-to-use 500 ml bottles when diluted with water Benefits No streaking or smearing Helps achieve a clean home environment Can be used on glass and most other shiny surfaces Reduces packaging waste; convenient storage; economical Demo #2 L.O.C.™ Plus Kitchen Cleaner Soil Removal Demonstration Purpose A demonstration to show the excellent grease cutting power of L.O.C. Plus Kitchen Cleaner. Materials Needed Vegetable shortening Chili powder Wooden tongue depressor Small, paper cup White plastic laminate (eggshell texture) Paper towels Standard 1:3 dilution of L.O.C. Plus Kitchen Cleaner in the Pistol Grip bottle with sprayer Directions 1. Using the tongue depressor, scoop some vegetable shortening out of the can and place it in the paper cup. 2. Sprinkle some chili powder into the paper cup and mix it thoroughly into the shortening to provide colour. 3. Using your finger, smear an even stripe of the coloured shortening onto the white laminate surface. 4. Spray half of the soil stripe with the 1:3 dilution of L.O.C. Plus Kitchen Cleaner and allow 10–15 seconds for the product to penetrate. 5. With one pass, wipe the area where L.O.C. Plus Kitchen Cleaner was applied to remove the soil. Result The half of the soil stripe sprayed with L.O.C. Plus Kitchen Cleaner is completely clean with no streaking! Just one application of diluted product and a single wipe removed this heavy, greasy soil. 88
  47. 47. 91 Demo #1 L.O.C.™ Plus Glass Cleaner Soot Removal Demonstration Purpose To show the streak-free cleaning performance of L.O.C. Plus Glass Cleaner on a stubborn soil, like soot. Materials Needed Wooden tongue depressor Cigarette lighter Glass mirror Paper towels Small glass of water Standard 1:3 dilution of L.O.C. Plus Glass Cleaner in the Pistol Grip spray bottle with sprayer Directions 1. Using the cigarette lighter, carefully set the tip of the tongue depressor on fire. 2. Hold the glass mirror upside down at a 45º angle and place the burning tongue depressor underneath it. By holding the flame close to the glass, soot will quickly accumulate on the mirror. Extinguish the tonque depressor in a glass of water. 3. Place the soiled mirror on a flat surface. Spray half of the sooty glass with the 1:3 dilution of L.O.C. Plus Glass Cleaner and allow 10–15 seconds for the product to penetrate. 4. With one pass, wipe the area where L.O.C. Plus Glass Cleaner was applied to remove the soil. Lightly wipe this area dry with a clean section of paper towel. Result The half of the soiled area sprayed with L.O.C. Plus Glass Cleaner is completely clean! Just one application of diluted product and a single wipe removed this stubborn soil without streaking. The following bolded words are focus words that describe L.O.C.™ Plus Glass Cleaner’s primary features and benefits. These sound bites make great ad campaign material! POWERFUL – Grease and grime won’t stand up to this intense cleaner. STREAK-FREE – Easy to use formula leaves glass crystal clear with a streak-free shine. 90 Portraying the Brand Brand Styling Photo Possibilities Photo Gallery Brand Identity Creative Direction Video Voiceover Music Creative Samples Examples of Other Materials Staying On Brand/Brand Taboos Creating Your Own Materials General Guidelines The L.O.C.™ Brand on Brand Net Usages Using the Pistol Grip Sprayer bottle, add water to the 3:1 line, then add product to the 500 ml line. Spray lightly and wipe dry with a clean, lint-free cloth or paper towel. Uses Windows, mirrors, windshields, glass TV and computer screens FAQs Q. Does L.O.C. Plus Glass Cleaner contain a coconut oil derivative? A. Yes. L.O.C. Plus Glass Cleaner contains soil lifting, low-streaking surfactants coconut oil. Q. Is L.O.C. Plus Glass Cleaner effective at removing cigarette smoke residue? A. Yes. L.O.C. Plus Glass Cleaner is effective at removing cigarette smoke stains. Q. What’s the difference between L.O.C. Plus Glass Cleaner and L.O.C. Plus Aerosol Glass Cleaner/SEE SPRAY? A. The aerosol L.O.C. Plus Aerosol Glass Cleaner/SEE SPRAY is a ready-to-use foaming glass cleaner that contains an anti-fog agent, particularly useful for cleaning bathroom mirrors and any other applications where glass fogging may occur. L.O.C. Plus Glass Cleaner concentrate is an economical choice for cleaning most glass to a streak-free shine.
  48. 48. 93 L.O.C.™ Plus Aerosol Glass Cleaner/SEE SPRAY Product Profile – This aerosol foam window cleaner clings to surfaces quickly and easily cutting through grease, grime, and film build-up without streaking or smearing. Key Selling Messages – Key selling messages convey the most important selling features of a particular product. They make great sell copy and should be as prominent as possible, preferably in the headline. Banish steamy bathroom glass with the powerful anti-fog formula of L.O.C. Plus Aerosol Glass Cleaner/SEE SPRAY. This formula guards against steamed up windows while cutting through grease and grime to keep your home cleaner, clearer and brighter longer. Features Provides streak-free shine Cuts through and removes soil and grime easily (in Japan, add “including cigarette smoke”) Versatile Contains ammonia, degreasers, and a special steam-barrier ingredient Contains a biodegradable surfactant. Contains no chlorofluorocarbons (this statement cannot be used in Europe) Benefits No streaking or smearing Helps achieve a clean home environment Can be used on glass and most other shiny surfaces (not recommended for exterior automobile windows) Reduces fogging on mirrors, windows and non-coated interior car windows Environmentally responsible Demo #2 L.O.C.™ Plus Glass Cleaner No Streaking Demonstration Purpose To illustrate the ability of L.O.C. Plus Glass Cleaner to leave a streak-free shine. Materials Needed Eye dropper or pipette Paper towels Glass mirror L.O.C. Plus Glass Cleaner diluted to 1:3 with water in spray bottle Directions 5. Fold a section of paper towel in half three times, creating an “applicator” that is eight layers thick. 6. Use one eyedropper to carefully apply 0.5 ml of L.O.C. Plus Glass Cleaner to the folded edge of the paper towel. 7. Hold the folded paper towel at a 45º angle and gently touch the wet edge to the mirror. Smoothly rub the surface with six passes to fully wet the surface. 8. After 5–10 seconds, look at the mirror surface. Result The mirror surface treated with L.O.C. Plus Glass Cleaner is sparkling clean with no streaks or smudges. 92
  49. 49. 95 FAQs Q. What’s the difference between the L.O.C.™ Plus Aerosol Glass Cleaner/SEE SPRAY and L.O.C. Plus Glass Cleaner? A. The L.O.C. Plus Aerosol Glass Cleaner/SEE SPRAY is a ready-to-use foaming glass cleaner that contains an anti-fog agent particularly useful for cleaning bathroom mirrors and any other applications where glass fogging may occur. L.O.C. Plus Glass Cleaner concentrate is an economical choice for cleaning most glass to a streak- free shine. The following bolded words are focus words that describe the primary features and benefits of L.O.C.™ Plus Aerosol Glass Cleaner/SEE SPRAY. These sound bites make great ad campaign material! AEROSOL FOAM – Will not run or drip like liquid sprays. ANTI-FOG – Revolutionary formula contains anti-fog agent reducing fogging on mirrors, windows and interior car windows. POWERFUL – Easily cuts through tough grease, grime and film build-up. VERSATILE – Safely cleans all glass surfaces, appliances, chrome and porcelain. SAFE – Contains biodegradable surfactants; contains no chlorofluorocarbons (CFCs). STREAK-FREE – Leaves glass crystal clear with a streak-free shine. 94 Usages Spray lightly and wipe dry with a clean, lint-free cloth or paper towel Uses Windows, mirrors, windshields, glass TV and computer screens (not for use on plasma screens, LCD screens, non-glass computer monitors, tinted windows, windows coated with plastic film, or exterior automobile windows. TheWorld’sMostMulti-Purpose CleaningBrand
  50. 50. 97 L.O.C.™ Plus Soft Cleanser/SCRUB BRITE Product Profile – Helps to keep surfaces clean and bright without harsh scratching. This powerful, mildly abrasive formula easily removes soap scum, oily and greasy soils, and hard water stains and deposits. Key Selling Messages – Key selling messages convey the most important selling features of a particular product. They make great sell copy and should be as prominent as possible, preferably in the headline. A little super power from L.O.C. Plus Soft Cleanser/SCRUB BRITE is all you may ever need to remove tough soap scum and hard water deposits in your home. Its triple action formula scrubs out tough stains, delivering a scratch-free clean. Features Patented formula contains a unique blend of three high performance ingredients: cleaning surfactants, a natural citrus solvent and a mild abrasive Rich, creamy formula Fresh, appealing citrus scent Contains biodegradable surfactants (This statement cannot be used in Europe) No phosphates Benefits Cleans tough soil, greasy dirt, soap scum, hard water and bathroom soils quickly and without scratching Safely and effectively cleans and shines ceramic, porcelain, stainless steel, laminated countertops, aluminum, chrome, fiberglass and glass without scratching Smells clean and leaves a fresh, lasting scent Breaks down into carbon dioxide and water Does not promote algae growth 96 Demo L.O.C.™ Plus Aerosol Glass Cleaner/SEE SPRAY Anti-Fog Demonstration Purpose To show how L.O.C. Plus Glass Cleaner/SEE SPRAY prevents fogging. Materials Needed Two small mirrors – mark one ”L.O.C. Plus Glass Cleaner/ SEE SPRAY” and the other “untreated” Lint free cloth L.O.C. Plus Glass Cleaner/SEE SPRAY Directions 1. Ask a volunteer to breathe on the untreated mirror to show how warm, moist air can steam a glass surface. 2. Apply L.O.C. Plus Aerosol Glass Cleaner/SEE SPRAY onto the other mirror. Wipe clean with the lint-free cloth. 3. Ask the volunteer to breathe on the treated mirror. Result The treated mirror will not cloud up, showing how L.O.C. Plus Aerosol Glass Cleaner/SEE SPRAY prevents fogging. Explain that this feature makes it especially suitable not only for bathroom mirrors, but also on interior automobile windows where visibility is critical. Image Available on Brandnet Soon.
  51. 51. The following bolded words are focus words that describe the primary features and benefits of L.O.C.™ Plus Soft Cleanser/SCRUB BRITE. These sound bites make great ad campaign material! EFFECTIVE – Triple combination liquid formula gently and safely cleans tough kitchen and bathroom soils without scratching or heavy rubbing, leaving no gritty residue. VERSATILE – Ideal for kitchen sinks, countertops, bathtubs, ceramic tiles, showers, faucets and bathroom fixtures. POWERFUL – Contains two cleaning surfactants, a fast acting natural citrus solvent and a mild abrasive, no scrubbing required. 9998 FAQs Q. Do I need to let L.O.C.™ Plus Soft Cleanser/SCRUB BRITE soak on tough stains for it to work? A. Depending on the difficulty of the task, allowing L.O.C. Plus Soft Cleanser/SCRUB BRITE to soak on tough soils or stains will allow the natural citrus solvent and the surfactants to penetrate and loosen them, making cleaning easier. Q. Can I use L.O.C. Plus Soft Cleanser/SCRUB BRITE to clean my glass stove top? A. Yes; L.O.C. Plus Soft Cleanser/SCRUB BRITE is gentle enough to use on modern, smooth-top cooking surfaces without harm. Q. Does L.O.C. Plus Soft Cleanser/SCRUB BRITE contain a coconut oil derivative? A. Yes, L.O.C. Plus Soft Cleanser/SCRUB BRITE contains a soil lifting surfactant coconut oil. Usages Apply L.O.C. Plus Soft Cleanser/SCRUB BRITE directly onto surface or damp sponge. Scrub surface. Rinse or wipe clean with a damp sponge or cloth. Uses In the bathroom, great on ceramic tiles, showers, shower doors, toilets, fixtures, sinks and bathtubs. Mild enough to clean mirror finished stainless steel cookware without scratching.
  52. 52. 101100 Demo #1 L.O.C.™ Plus Soft Cleanser/SCRUB BRITE Gentleness Demonstration Purpose To show the gentleness of L.O.C. Plus Soft Cleanser/SCRUB BRITE by applying the product onto an easily scratched material. This demo may be done with L.O.C. Plus Soft Cleanser/SCRUB BRITE alone or it may be done with our product and a competitive soft cleanser. Materials Needed Aluminum foil (any brand) Small sponges or cloth sections Soft drying cloth or towel Warm tap water L.O.C. Plus Soft Cleanser/SCRUB BRITE Competitive soft cleanser (optional) Directions Set-up/Preparation Time: Approximately 5 minutes Demonstration Time: Approximately 5 minutes 1. Dispense and tear a 30 cm. x 30 cm. (10” x 10”) section of aluminum foil from its roll. 2. Dampen a small sponge or cloth section with warm water and dispense a small amount of L.O.C. Plus Soft Cleanser/SCRUB BRITE onto this sponge or cloth. 3. Apply the L.O.C. Plus Soft Cleanser/SCRUB BRITE from the sponge or cloth onto the section of aluminum foil. Using moderate pressure, rub the cleanser back-and-forth along a straight line on the foil. 4. Rinse the aluminum foil to remove any L.O.C. Plus Soft Cleanser/SCRUB BRITE residue, and then dry the foil with a soft drying cloth or towel. 5. Lay the aluminum foil section flat on a countertop and evaluate the section scrubbed with product. 6. (Optional) Repeat steps 2–5 using a competitive product. Most competitive “soft” cleansers will leave severe scratches on aluminum foil. Result Even though aluminum foil is easily scratched, L.O.C.™ Plus Soft Cleanser/SCRUB BRITE left little or no visible scratches on the aluminum foil. The scrubbed section is still shiny! Demo #2 L.O.C.™ Plus Soft Cleanser/SCRUB BRITE Gentleness Demonstration Purpose To demonstrate how L.O.C. Plus Soft Cleanser/SCRUB BRITE gently and effectively removes soap scum, hard water films and food and beverage stains without scratching. Materials Needed L.O.C. Plus Soft Cleanser/SCRUB BRITE (without bleach) – available in North America only A competitive “soft” cleanser such as Soft Scrub* (North America only) A volunteer Directions 1. Place 2–3 drops of L.O.C. Plus Soft Cleanser/SCRUB BRITE (without bleach) – available in North America only on the end of the volunteer’s right index finger. 2. Place 2–3 drops of Soft Scrub* on the end of the volunteer’s left index finger. 3. Ask the volunteer to simultaneously rub each product between the thumb and index finger using a circular motion. 4. Ask the volunteer if she/he notices a difference between the abrasiveness of the two products. Ask which product feels smoother. Result The difference will be clear. The volunteer will say the L.O.C. Plus Soft Cleanser/SCRUB BRITE (without bleach) – available in North America only – feels milder to the touch, demonstrating that it will be gentler on the surfaces it was designed to clean than the competition. NOTE: Ask the volunteer to wash hands thoroughly with soap and water after the demonstration. *Trademark: Soft Scrub (The Clorox Co., Oakland, CA, USA) Image Available on Brandnet Soon.
  53. 53. 103102 L.O.C.™ Plus Metal Cleaner Product Profile – Combining chemical action with abrasive action, L.O.C. Plus Metal Cleaner safely and effectively removes tarnish and heat burns from un-lacquered copper, solid brass, and stainless steel cookware. Key Selling Messages – Key selling messages convey the most important selling features of a particular product. They make great sell copy and should be as prominent as possible, preferably in the headline. Attack deep tarnish and heat stains with the muscle of L.O.C. Plus Metal Cleaner. Our aggressive abrasive formula rejuvenates cookware and metal items returning them to their original sparkling glory, no hard scrubbing required. Features Dual cleaning formula, using a chemical and abrasive action formula Non-caustic Economical squeeze tube design Benefits Removes blue heat burns and tarnish from un-lacquered metal surfaces; leaves a lasting brilliance that restores many of your favourite metal items Gentle to hands Allows application without spilling
  54. 54. 105104 The following bolded words are focus words that describe L.O.C.™ Plus Metal Cleaner’s primary features and benefits. These sound bites make great ad campaign material! POWERFUL – Dual cleaning action formula (abrasive and chemical action) removes heat burns and tarnish from pots and pans. CONTROL – Spill-free paste formula clings to surfaces without running, allowing you target specific cleaning areas. NO RESIDUE – Non-caustic formula leaves surfaces squeaky clean, no residue allowed! FAQs Q. What is the difference between L.O.C.™ Plus Soft Cleanser/SCRUB BRITE and L.O.C. Plus Metal Cleaner? Do I need both? A. L.O.C. Plus Metal Cleaner contains a much more aggressive abrasive than L.O.C. Plus Soft Cleanser/ SCRUB BRITE (without bleach) – available in North America only. While L.O.C. Plus Metal Cleaner is great for tough deposits on pots and pans, L.O.C. Plus Soft Cleanser/SCRUB BRITE (without bleach) – available in North America only – is gentle enough to use on a wide variety of surfaces throughout the home. Q. Does L.O.C. Plus Metal Cleaner need to soak on tough spots first? A. No. Apply L.O.C. Plus Metal Cleaner according to the use instructions for best results. Q. Can L.O.C. Plus Metal Cleaner be used to prevent stains? A. No. L.O.C. Plus Metal Cleaner is not designed to prevent stains from occurring. Usages Apply with soft sponge or cloth and rub gently. Rinse with warm water. While wet, wipe dry and polish with soft cloth. Uses Easy-to-use paste for stainless steel pots and pans, utensils, and tableware (CAUTION: not recommended for large stainless steel surfaces [refrigerator doors, countertops, etc.] or mirrored surfaces)
  55. 55. Demo #1 L.O.C.™ Plus Metal Cleaner Tarnish Removal Demonstration Purpose To show how easy L.O.C. Plus Metal Cleaner is to use and how effectively it removes tarnish. Materials Needed Tarnished copper coin (example: a U.S. penny) Clean cloth L.O.C. Plus Metal Cleaner Directions 1. Squeeze a small amount of L.O.C. Plus Metal Cleaner onto each side of the coin. 2. Rub coin with your fingers for a moment. 3. Polish coin with cloth and rinse fingers with water to remove any residue. Result The coin shines like new, which is just how cookware will look after using L.O.C. Plus Metal Cleaner. CAUTION Because L.O.C. Plus Metal Cleaner contains an abrasive agent to help remove tarnish and corrosion, the product is not recommended for use on “mirror finish” copper, brass, or stainless steel (including the shiny portions of cookware). Additional surfaces on which it is not recommended are aluminum, stainless steel appliances, highly polished silver, bronze, copper and brass, lacquered finished metals, or any non-metal surfaces. 107106 L.O.C.™ Towelettes/Mini-Wipes Product Profile – The convenience of the world’s most versatile cleaner in convenient, portable pouches filled with towelettes that can be used anywhere! Key Selling Messages – Key selling messages convey the most important selling features of a particular product. They make great sell copy and should be as prominent as possible, preferably in the headline. Bring the trusted clean of L.O.C. Multi-Purpose Cleaner with you wherever you go with convenient towelettes; always as safe as water on any washable surface. Features Compact, resealable package Safe for cleaning any surface that water will not damage Each towelette treated with a diluted L.O.C. Multi-Purpuse Cleaner solution Acceptable for use on food contact surfaces in the home Low skin-irritation potential; dermatologically tested Dries quickly; does not need rinsing Contains effective cleaning agents Fresh fragrance Cottony-soft fabric; strong; resists tearing Benefits Convenient and portable Can be used to clean just about everything Performance equal to L.O.C. Multi-Purpuse Cleaner at the standard bucket dilution Safe for use on food contact areas such as dining tables and kitchen counters Great for hand cleaning Convenient, one-step cleaning Cleaning power in every towelette You will love the fresh scent Soft and long-lasting
  56. 56. The following bolded words are focus words that describe the primary features and benefits of L.O.C.™ Towelettes/Mini-Wipes. These sound bites make great campaign material! VERSATILE – If water won’t hurt it, it’s safe to clean it with L.O.C. Towelettes/Mini-Wipes. CONVENIENT – Your favorite cleaner goes anywhere you go! EFFECTIVE – Works like diluted L.O.C. Multi-Purpose Cleaner on a variety of cleaning tasks. SAFE – Gentle on your hands and the most sensitive washable surfaces. 109108 L.O.C.™ Plus Wipes Product Profile – Combine L.O.C. Plus Wipes with any of three L.O.C. Plus cleaning concentrates – Kitchen, Bath or Glass – for a customized clean that is quick, effective, convenient, and streak-free. Key Selling Messages – Key selling messages convey the most important selling features of a particular product. They make great sell copy and should be as prominent as possible, preferably in the headline. Combine L.O.C. Plus Wipes with any of three L.O.C. Plus cleaning concentrates – Kitchen, Bath, or Glass – for a customized clean that is quick, effective, convenient, and streak-free. There’s no quicker way to get the upper hand on dirt. FAQs Q. Do L.O.C. Towelettes/Mini-Wipes kill germs? A. No. L.O.C. Towelettes/Mini-Wipes are not a biocidal product, so they do not kill germs. However, washing hands is an excellent way to reduce the risk of spreading germs. L.O.C. Towelettes/Mini- Wipes provide a convenient way to clean your hands when soap and water are not available. Usages For cleaning all washable surfaces: Rub/wipe soil or stain with towelette. No rinsing necessary. For cleaning hands: Rub hands thoroughly with towelette. Let hands air dry. For cleaning stains on colourfast fabrics: Blot soil or stain with towelette and let dry. Uses On-the-go cleaning for all washable surfaces. Hand cleaning Stain removal on colourfast fabrics Features L.O.C. Plus Wipes use the performance proven formulas featured in L.O.C. Plus products Ideal for use with L.O.C. Plus Glass Cleaner, L.O.C. Plus Bathroom Cleaner, or L.O.C. Plus Kitchen Cleaner Concentrated formulas mix with water to saturate the dry wipes with easy-to-follow directions printed right on the canisters Rechargeable wipes Comes with four translucent canisters, four dry rolls of wipes (40 sheets apiece), and a dozen canister labels Benefits Guaranteed to make cleaning the house the easiest homework you’ve ever had Customize according to your cleaning needs Quick and easy to prepare your customized formula Unlike the competition, in the unlikely event that the wipes dry out, just add more water and cleaner so you never waste or lose product Incredible value for the money
  57. 57. The following bolded words are focus words, which describe L.O.C.™ Plus Wipes features and benefits. These sound bites make great campaign material! CUSTOMIZABLE – You choose which L.O.C. Plus product with which to infuse the wipes. VERSATILE – Custom formulas and convenient canister make it easy to take clean wherever you need it! EFFECTIVE – L.O.C. Plus formulas ensure that you always get the proven performance you’ve come to rely on. NO WASTE – Rechargeable wipes ensure you’ll never have to throw out dried-up towelettes. 111110 FAQs Q. How long will the wipes last without drying up? A. Storage conditions will cause varying results. In normal storage conditions (room temperature, in-home storage), the product will last up to a year, but we recommend use within six months. Q. If my wipes dry up, how do I recharge them? A. Knowing how much product/water to add is dependent on how many wipes are still left in the canister. In this situation, we recommend mixing product and water in a measuring cup. Do not remove wipes to recharge. Simply consult the chart included with the product for specific recharge guidelines. Q. How are the L.O.C.™ Plus Wipes different from the L.O.C. Towelettes/Mini-Wipes? A. L.O.C. Plus Wipes are more job specific than L.O.C. Towelettes/Mini-Wipes. They were designed to be a convenient way to provide your favorite L.O.C. Plus formulas in a ready-to-use form for quick touch-ups around the home. Q. Will different dilution rates affect the performance of the product? A. Yes. If too much of the product concentrate is added, streaking may occur. If too little of the product is added, cleaning performance will be reduced. Usages Wipe away dirt and grime with easy to use towelettes Uses Follow guidelines for each specific formula used

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