Visual brand strategy consultancy Reach has revised Reckitt Benckiser’s Mr Sheen brand strategy and maximised the potential of an innovative new step change product launch.
The project, utilising Reach’s unique co-creation consumer informed process, took 7 months from commission to launch.
Mr Sheen Express Mist is due to be a category changing product that will make polish relevant to today’s lifestyle. Together with consumers, Reach worked on the product’s name, the smear free claim, trigger pump and see-through bottle to convey the product’s effortless use.
Through the co-creation sessions with consumers Reach identified a need to make the multi-surface use more prominent by using both a tick list and lounge furniture imagery, moving Mr Sheen away from ‘just wood’. Also the use of ‘speed swirls’ and Mr Sheen’s new jet (replacing his flying duster) could help to increase efficacy perceptions.
Mark Rylands, Creative Partner at Reach, says, “Building on the brand’s key equities we ‘cleaned up’ Mr Sheen to feel far more effective and meaningful to consumers’ needs. Mr Sheen received a modern makeover and a clearer, consistent navigation system was introduced to integrate with a more dynamic swoosh. A brighter red and fresher, simpler look helped to create greater impact at fixture.”
Reckitt Benckiser’s Assistant Brand Manager Aurore Lankar says, “Through their visual co-creation process Reach has brought to light some highly valuable consumer insights which have made all the difference to the new brand positioning. They succeeded in giving the brand a more modern and fresher identity, making it more compelling to today’s consumer lifestyle.”
Reach has worked with Reckitt Benckiser for over 10 years, having also rebranded Air Wick and E45. The rebranded Mr Sheen range will hit UK supermarkets shelves throughout October 2011.
Photos: new Mr Sheen’s package design by Reach