Affresh High Efficiency Washer Cleaner

A breakthrough, convenience product to remove odor-causing residue that can build up in High Efficiency washing machines.

Why?
An opportunity to define and lead a new category of care for buyers of HE washers by helping them keep a clean and fresh laundry room.

Did you notice?
Brand mark character, colors and packaging design elements connect with performance, confidence and environment - the key functional and emotional positioning strategies for the brand and product.

An R.BIRD Note
Project included brand positioning strategy, identity standards, new product packaging, line extension, P.O.P. and marketing support. Unit sales of the product at launch (one million plus) exceeded all expectations.

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Link to Affresh product website

 

See Also
Client: Whirlpool Corporation
Brand: Affresh
Category/Industry: Appliances
Service: Bilingual, Multilingual, Ethnic, Brand Strategy, Category Design Audit, Consumer Brand Website, New Product Packaging, Product Innovation