How to beat the competition with effective on-pack messaging in a crowded market The client’s question The laundry detergents market has experienced many changes in the past years with the introduction of different formulations; such as, super concentrated detergents, gels and capsules. As competition intensified, Janet, our client from an international manufacturer of laundry detergents, was developing a disruptive innovation in order to beat their main competitor. The innovation consisted of a revolutionary detergent formulation, to be introduced with a new packaging and a new communication platform. In order to make the introduction successful, she needed our help to identify the most effective message to be used on-pack, consisting of a benefit, a Reason to Believe (RtB) and a visual.

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