WOW Design bags Scotch Brite

MUMBAI: WOW Design, India’s leading strategic Brand Design consultancy today announced the addition of 3M (Scotch Brite being the flagship Brand), a market leader in the household-cleaning category in India to its portfolio. As part of the mandate, WOW Design will handle the revamping of Scotch Brite as one of the products to visually highlight the Brand’s attribute strategically, as a clear differentiator as compared to ordinary pads.

As part of its first assignment for Scotch Brite, WOW Design has introduced a fresh new look of the product pack. Taking cue from the insights that the stacking format in the General Trade is not favourable for Brand visibility, the bombardment of ‘me too’ Brands, consumers spend limited time at the shop and that cheaper products are always more attractive, it was necessary to come up with a design that would help the Brand stand out.

Hence, as a response to these problems, WOW Design proposed that the unique shape of the product i.e. S-Shape be shown on the face of the pack and even mention it. Besides, an emphatic mnemonic for the Brand’s proposition of ‘Stain Clutters’ and the ‘clean wipe’ action with sparkle and shine has been used to represent the benefit offering.

Commenting about this new acquisition, Saswata Das, Managing Director & Head of Marketing & Strategy, WOW Design, said, “It is an exciting category to work on. Over the years, ordinary scrub pad manufacturers, replicating the product packaging and evolving as ‘Me Too’ Brands, were giving stiff competition to Scotch Brite. Hence, there was a need for a new avatar for Scotch Brite to make it stand out in the clutter and shout out its uniqueness.”