Fabric Care Benefit Visualizations

Laundry is one of those categories where people don't put much thought behind it - they either don't think there's much difference between the brands or they default to whichever product their parents used. Our challenge was to simplify product benefits for retail shoppers who naturally spend limited time in the aisle.

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Therefore, in a category driven by habit, I partnered with my strategy team to develop briefs centered around a SMIT (Single Most Important Thing). Because clear and effective FMOT is derived through a simple and clear articulation. With this approach, it helped our team to find unique and unexpected ways to bring the product benefit to life.

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From there, I spearheaded my team to develop brand messaging and carry this visual system throughout retail POS, e-commerce and broadcast endcards which in return helped to drive sales, provided consistency across each touchpoint, and led to successful product launches. As you'll see a clear understanding of the idea is critical to developing a strong key visual. These are a few of our team's best in class P&G fabric care brand examples.