Reviving an ailing household products range.
We were tasked with updating Woolworths’ struggling W.Lab through packaging, whilst establishing its efficacy in the process. Consumers buy into Woolworths’ good business vision. W.Lab was positioned as a no-name brand cleaner, with solid brand values and a clear role in the broader Good Business Journey.
Our packaging update resulted in a 256% increase in sale within 6 weeks of launch, with no other promotion.
The old range worked well as a set, but lacked the efficacy cues which each product segment needed. The W.Lab sub brand was also recessive and made the range feel like a no-name brand range of household cleaners.
We started by up-weighting the range’s brand and giving it meaning. Simply plugging into Woolworths’ good business journey which the cleaners were so representative of. Putting the strength behind the mark gave it the weight to stand up against the other brands on the shelves.
The laundry range aimed to capture the softness and colour vibrancy of the category.
The kitchen cleaners aimed to show strong cleaning cues.
The kitchen cleaners brought in a sense of freshness and the ability to leave things sparkling clean.
265%
sales increase in launch quarter driven solely by packaging change.
The team
Agency: DUKE
Executive Creative Directors: Mike Beukes | Brian Mtongana
Creative Director: Richard Quintal
Designers: Brinké Stemmett | Andrew Ringrose | Nichole Enslin | Woolworths Internal team
Strategist: Steve Miller
Client Service: Alex Sydow
Year: 2018