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WOW Design bags Scotch Brite

As part of its first assignment, the design consultancy has introduced a new look to the product pack

BestMediaInfo Bureau | Delhi | May 12, 2014

Scotch-Brite

WOW Design, a strategic brand design consultancy, has announced the addition of 3M (Scotch Brite being the flagship Brand), to its portfolio. As part of the mandate, WOW Design will handle the revamping of Scotch Brite to visually highlight the brand’s attribute strategically, as a clear differentiator compared to ordinary pads.

As part of its first assignment for Scotch Brite, WOW Design has introduced a new look to the product pack. The insights showed that the stacking format in the general trade is not favourable for brand visibility. With the bombardment of ‘me too’ brands, consumers spend limited time at the shop and cheaper products are always more attractive.

Hence, 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 have been used to represent the benefit offering.

Saswata Das, MD & 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.”

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