DISRUPT COMMODITIZATION

In Europe and Latin America, Glade’s largest profit driving form faced constant pressure from private label refills. Pushing the format into a constant battle of cost promotion.

How might Glade evolve, disrupt, and grow a commoditized product format?

Collaborated with design research to identify user need gaps and product pain points. Formulated an Ideal User Experience and created a roadmap of product innovation to deliver user needs.

Translating pain points into product benefits: the new product usage drove an entirely new media campaign and stopped the share loss to private label: delivering sales growth for the first time in 3 years.