Together with Clorox, we presented our case about claimstorming in a 2-day Quirk’s Event in Orange County, California from February 28 to March 1. During our session, we shared a case study of how Clorox’s Kingsford Charcoal brand team worked with us to develop a new set of claims to achieve specific marketing objectives for the brand. Find out more https://goo.gl/v2AFVL

1. 1
Developing and Testing
Product Claims
– A Holistic, Consumer-Focused Approach
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Kristin Fleming Bill Salokar
Clorox SKIM
The Quirk’s Event 2017

2. 2
Kingsford History
2

3. 3
Our research objectives
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• Identify the most appealing claims for
Kingsford Blue Bag and Match Light
• Determine the optimal combination of on-
pack claims while assessing interactions
with Kingsford’s new premium products
and Private Label
• Identify the claims that most successfully
drive differentiation in a credible way and
why certain claims are more effective than
others

4. 4
The research consisted of three phases
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1 2 3
Claimstorm MaxDiff Conjoint
Claim generation workshop
organized by SKIM and
utilizing our communications
expertise to generate claims
for Kingsford Blue Bag and
Match Light
Screen through claims for
Blue Bag and Match Light with
the objective of creating a
shortlist that will be used as
input in phase 3
Top claims are evaluated in a
realistic competitive context
including premium products
and Private Label in order to
assess interactions with these
products

5. 5
Claimstorm
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6. 6
Workshop Outline
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Introduction
Welcome round,
outline of objectives
and structure of the
workshop, and an
introduction to the
Kingsford brand
Experiencing
the mind of
the consumer
Exercise to get
participants thinking
like target
consumers, by
having products on
hand to use
Individual
Brainstorming
To avoid groupthink
and encourage
creativity everyone will
write down their own
messages on cards
that will later be
shared with the full
room
Best Practices
After messages have
been created without
constraints, SKIM will
share its message
generation principles
Refinement
Divide into groups to
apply the messaging
principles to those
created in
the previous
brainstorm session,
with the goal to further
strengthen them

7. 7
Important claimstorming considerations
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Thinking as a
consumer
Maximize the
Groups potential
Encourage
Critical Thinking

8. 8
Let’s have a cookout!
8

9. 9
Now inside to
brainstorm
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10. 10
What makes for a winning claim?
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Key Criteria Avoid Pitfalls
Promise value: message benefits that
the consumer is in need of or aspires to
Be specific: describe precisely what
tangible benefits your product will deliver
Put key benefit first: you only have a split
second to capture consumers’ attention
Set yourself apart: differentiate your
message through unique benefits or
‘Reasons-to-Believe’
Be positive: offer something positive
instead of avoiding something negative
Be respectful: do not be condescending,
presumptuous or offending in any way
Avoid jargon: use words that are
meaningful to consumers instead of
technical jargon
Avoid humor: be direct and focus on
efficiently getting your value message
across

11. 11
Interactive and engaging
training
Key Criteria Avoid Pitfalls
More Gentle
hair removal
with our new
shaving
system
Less painful
hair removal
with our new
shaving
system
Be Positive
instead of avoiding something
negative

12. 12
Interactive and engaging
training
Key Criteria Avoid Pitfalls
Contains
essential
minerals for
healthy growth
and
development
Contains
calcium and
zinc for healthy
growth and
development
Avoid Jargon
words that are meaningful to
consumers instead of
technical lingo

13. 13
Interactive and engaging
training
Key Criteria Avoid Pitfalls
Avoid Humor
Be direct and focus on
efficiently getting your value
proposition across

14. 14
Preparation &
Validation
14

15. 1515
MaxDiff for Screening

16. 16
Choice-Based Conjoint Analysis for Prioritization
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Product
availability, in
addition to
claims for
Original, Match
Light, and
Professional
varied from
screen to
screen.
Respondents
were asked if
they would
purchase their
selection in
reality.

17. 17
What we learned
17
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18. 18
What we did
18
NEW CREATIVENEW PACKAGING

19. 19
Kristin Fleming
Clorox
Bill Salokar
SKIM
Thank You!
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