Swash Detergent Case Study

Swash: Transforming Laundry Care in a Saturated Market! 🌊👕

🌐 Challenge:
Launching Swash, a premium laundry detergent, into the Canadian market posed a unique challenge. In a landscape dominated by major brands, the issue of consumers overdosing on detergent needed careful consideration. The goal was to successfully promote the brand amidst strong competitors while addressing the implications of detergent overuse.

💡 Solution:
BTI, armed with research and insights, developed strategic solutions highlighting Swash's key features and benefits. The launch strategy involved placing messaging on all Whirlpool-branded washing machines across Canada through POP material. Digital creatives were showcased on the Swash Canada website to maintain top-of-mind awareness. A customized sampling program was initiated, providing sample bags with a full detergent bottle and affresh samples during Whirlpool service visits. BTI handled the production of printed promo cards, sourced branded laundry bags, and assembled the sample kits. A successful Gift with Purchase (GWP) promotion was implemented, boosting in-store product awareness.

🌟 Result:
The GWP promotion's success prompted the creation of a similar promotion for a top furniture and laundry appliance retailer. @BTI effectively generated brand awareness for Swash, driving conversion and initiating the foundation of customer loyalty. Swash earned the prestigious 2022 Household Products Winner award at the 29th Annual Canadian Grand Prix New Product Awards. A testament to Swash's impactful entry into the market! 🏆🌸 #SwashLaundryRevolution #MarketSuccessStory #CustomerLoyaltyInitiative #GrandPrixProductAwards