Wisk

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Wisk

  1. 1. 1x Concentrated Formula 2x Concentrated Formula 3x Concentrated Formula WISK Laundry Detergent Unilever is introducing two new products into the Wisk Laundry Detergent line. Currently, there are nine detergent products broken down into three categories: 1x Concentrated Formula: 2x Concentrated Formula: 3x Concentrated Formula: • Stain Dissolving Power • Original Clean • Original Clean • High Efficiency • High Efficiency • High Efficiency • Dazzling Whites & Colors • Bleach Alternative • Citrus Clean The first product is Wisk Micro 3x Capsules, a highly concentrated formula that come in pre-measured capsules, offer the consumer a higher level of clean, convenience and efficiency. The second product is Wisk fragrance for laundry detergent. Customizable for the whole family, now the consumer can choose from a variety of fragrances and add it to their laundry. The reason for the new product launch is because of current trends in the market place that have lead to opportunity for Wisk to offer a complete product line that recognizes the demand for efficiency and flexibility.
  2. 2. Trends A current trend in many consumer products is higher concentration that goes beyond 3x laundry detergent, for example, Theraflu Thin Stripes, Electrasol Tabs, Listerine PocketPaks and Crest Whitestrips. It’s not just about the powerful concentration, it’s also about the ease of use. Wisk Micro 3x will make the chore of doing laundry easier because of the pre-measured capsules. No more measuring or spilling! Also, one size doesn’t always fit all. Consumers like things customizable, anywhere from their own music playlist, to ringtones on their phones, to how many shots of espresso in their coffee. While many laundry detergents offer fragrance variants, for example, Tide and Downy Simple Pleasures, none of them offer just fragrance that can be added at their liking. Wisk fragrances will allow the consumer to pick a different scent by the day, family member, or load of laundry. This exploration will examine different ways to introduce these new product into the current Wisk line, keeping in mind that the current 3x products will still be on shelf at the time of launch. Wisk Micro 3x will be available in Original Clean, High Efficiency and Bleach Alternative. They are shown on a new dispensing bottle; it can hang from a shelf in the laundry closet. Wisk fragrances will be available in three categories as well, for her, for him and for home. The fragrances are Escape, Element and Serenity. The bottle shown is based on the Axe deodorant bottle form.
  3. 3. GROUP A
  4. 4. Multi-Action Capsules Multi-Action Capsules Multi-Action Capsules Detergent • Pre-treater • Softener Detergent • Pre-treater • Softener Detergent • Pre-treater • Softener Original Clean High Efficiency Bleach Alternative = 32 LOADS 3x CONCENTRATED LAUNDRY DETERGENT = 32 LOADS 3x CONCENTRATED LAUNDRY DETERGENT = 32 LOADS 3x CONCENTRATED LAUNDRY DETERGENT WISK Capsules - Group A (scaled 90%) This group follows the Brand’s established architecture. The capsules use Wisk red background and maintain the color-coded swoosh to identify Original Clean (blue), HE (silver), and Bleach Alternative (white/cyan), while introducing the new capsule form.
  5. 5. Fragrance Fragrance Fragrance for Laundry for Laundry for Laundry Detergent Detergent Detergent Element Serenity for her for him for home Scent Level Scent Level Scent Level WISK Fragrance - Group A (100%) The fragrance products borrow the same architecture and use the swoosh to color code: for her (pink), for him (blue) and for home (purple). Icons are then used to support the fragrance variant. They are shown on clear bottles.
  6. 6. GROUP B
  7. 7. Original Clean High Efficiency Bleach Alternative MULTI-ACTION CAPSULES MULTI-ACTION CAPSULES MULTI-ACTION CAPSULES DETERGENT PRE-TREATER SOFTENER DETERGENT PRE-TREATER SOFTENER DETERGENT PRE-TREATER SOFTENER 32 LOADS = 3x CONCENTRATED LAUNDRY DETERGENT 32 LOADS = 3x CONCENTRATED LAUNDRY DETERGENT 32 LOADS = 3x CONCENTRATED LAUNDRY DETERGENT WISK Capsules - Group B (scaled 90%) This group tells more of a story of what the new capsule form is about. It also introduces an icon system to communicate the products overall attributes.
  8. 8. Fragrance for Laundry Fragrance for Laundry Fragrance for Laundry Detergent Detergent Detergent Escape Element Serenity Scented for Her Scented for Him Scented for Home 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 SCENT LEVEL SCENT LEVEL SCENT LEVEL WISK Fragrance - Group B (100%) The image on the fragrance products also help to identify the scent, while the icons quickly identify the “her, him, home” communication. Opaque bottles.
  9. 9. C GROUP
  10. 10. MU L T I - A C T I O N MULTI-ACTION MULTI-ACTION DETERGENT DETERGENT DETERGENT MICRO 3X CAPSULES MICRO 3X CAPSULES MICRO 3X CAPSULES PRE-TREATER PRE-TREATER PRE-TREATER SOFTENER SOFTENER SOFTENER Original High Bleach Clean Efficiency Alternative 3x CONCENTRATED LAUNDRY DETERGENT = 32 LOADS 3x CONCENTRATED LAUNDRY DETERGENT = 32 LOADS 3x CONCENTRATED LAUNDRY DETERGENT = 32 LOADS WISK Capsules - Group C (scaled 90%) This group starts to break away from the brand’s hierarchy; the variant is becoming a bit more important but is still recognizably Wisk. The Wisk logo is contained in a red sphere, reminiscent of the new capsule form. The attributes are communicated in a simple grid.
  11. 11. Fragrance for Fragrance for Fragrance for Laundry Detergent Laundry Detergent Laundry Detergent just for... just for... just for... Scent Scent Scent Your Life Your Life Your Life Escape Element Serenity Scent Level Scent Level Scent Level WISK Fragrance - Group C (100%) The fragrance products in this set start to take on their own brand look and use Wisk as an endorsement. This design “flirts” with the fashion world with their bold colors, patterns and horizontal stripes.
  12. 12. D GROUP
  13. 13. M U LT I - AC T I O N C A P S U L E S M U LT I - AC T I O N C A P S U L E S M U LT I - AC T I O N C A P S U L E S DETERGENT DETERGENT DETERGENT PRE-TREATER PRE-TREATER PRE-TREATER ORIGINAL CLEAN HIGH EFFICIENCY BLEACH ALTERNATIVE SOFTENER SOFTENER SOFTENER WISK Capsules - Group D (scaled 90%) This group completely revises the established architecture. The swoosh is now always Wisk red and minimized. More real estate is dedicated to communicate the new product form, but still holds true to the blue, silver and white color- coded system from the current line. Icons are utilized once again to communicate product attributes and built right into the brand architecture.
  14. 14. Fragrance for Laundry Fragrance for Laundry Fragrance for Laundry Detergent Detergent Detergent Scent Scent Scent your your your ESCAPE ELEMENT SERENITY for her for him for home 3 3 3 SCENT LEVEL SCENT LEVEL SCENT LEVEL WISK Fragrance - Group D (100%) The red Wisk swoosh is carried through to the fragrance line. A common sub-brand name, “Scent your Life”, is established. The scents are boldly differentiated with strong color. The, “her, him, home” communication is minimized, but have icons overlaying the background color paired with color-coded caps.
  15. 15. Thank You For Your Time, Kelly Wys

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