The client’s goal was two-fold: to increase sales of the Amway Home brand, as well as specifically promote the 3kg Laundry Detergent to boost sales of that individual product.
The answer was in the packaging. Because the 3kg Laundry Detergent product is sold in a cardboard box, the product’s exposure to water in the damp environment of a laundry can lead to damage and waste – something that has the potential to frustrate customers.
Results achieved:
The offer of a branded promotional laundry tin to the core target market – female customers of Amway who use laundry detergent – used an incentive that is clear and easy to understand. Amway customers needed to purchase $150 of Amway Home products – including the Amway Home 3kg Laundry Detergent box – to receive the laundry tin as a gift with purchase. By designing the promotional tin to feature the brand’s name and logo on the lid of the laundry tin only, our intention was to create a product that customers would be happy to display on their laundry shelves, while still being easily reminded of the brand name and logo. The addition of a handle made it easy to use and the fun, fresh, illustrations on the tin’s sides offer customers a range of display options to suit their décor and personality – creating an ideal storage solution for their detergent purchase. High demand from Amway’s customers meant that the original order was doubled.
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