Scotch-Brite™ Scrub Dots
COMPANY: 3M // BRAND: Scotch-Brite™
THE ASK //
Fight commoditization of the scrub sponge category with a new scrubbing dot technology, printed in a way to be both aesthetically pleasing and functional. The added benefits of this new technology make it challenging for copycats to enter the space.
Drive 10% sales growth with a global product launch which upsells current consumers to a modern scrub sponge.
DESIGN OBJECTIVES & SUCCESS CRITERIA
Communicate strength and effectiveness of this new, modern scrub sponge through visual pattern and color that resonates with the end user on a functional and emotional level.
Clearly communicate product benefits of exceptional scrubbing power, easily rinses clean and resists bacterial odors while allowing the product to be seen and felt through the packaging.
Ensure patterns maintain consistent visual characteristics across the family of products.
Printing limitations include 1 color, same size dots, equal spacing between dots, and all over dot coverage to maintain the right amount of functional scrubbing power.
PROJECT EXPERIENCE //
Research and creative development for dot patterns, color strategy, and packaging strategy
Identifying the product positioning strategy
Business analysis of 4 rounds of consumer research
Collaborate with cross-functional teams including product chemists and engineers, research and development experts, marketing, communication, and sales teams
Review dot and substrate color samples from print vendor prior to production to ensure print quality
ACHIEVEMENTS // 11 DESIGN PATENTS
Pattern Exploration and Functionality
Collaborate with product engineers and chemists on technical inputs for the patterns to be aesthetically pleasing while maintaining the functionality of scrubbing power.
Color Strategy
Identify multiple color strategies that align with the current Scotch-Brite™ portfolio of products.
Pattern and color concepts were tested with consumers in in-home user tests as well as qualitative and quantitative consumer research to help identify what is resonating with the target market and fitting for the brand.
Final Product
Communicates scrub strength visual cues through soft vs. edgy shapes to help differentiate between Heavy Duty and Non-Scratch scrubbing strength.
Colors pay homage to historic color and strength combinations for an identifiable color block on shelf.
Packaging
Smaller branding and name banner allow more product visibility to differentiate from our core at shelf and allow consumers to touch and feel the product through package.
