Scott Duramax's Successful New Product Launch Strategy
Applicable Industries
- Consumer Goods
About The Customer
The customer in this case study is Kimberly-Clark, a multinational personal care corporation that produces mostly paper-based consumer products. Kimberly-Clark brand name products include Kleenex facial tissue, Kotex feminine hygiene products, Cottonelle, Scott and Andrex toilet paper, Wypall utility wipes, KimWipes scientific cleaning wipes, and Huggies disposable diapers and baby wipes. Scott Duramax is one of the products under the Kimberly-Clark umbrella. The company was looking to launch Scott Duramax, a semi-disposable cloth, in a new market and needed a strategy to generate brand awareness and convince consumers to choose their product over others.
The Challenge
In 2015, Scott Duramax, a product of Kimberly-Clark, was faced with the challenge of entering a new market. The company was looking for a way to generate brand awareness, instigate experimentation, ensure product visibility, and establish a close relationship with consumers. The ultimate goal was to convince the Brazilian consumer that Scott Duramax is the best option of semi-disposable cloths. The challenge was not only to introduce a new product but also to create a memorable brand image that would resonate with the consumers and encourage them to choose Scott Duramax over other brands.
The Solution
To overcome the challenge, a unique marketing strategy was implemented. A comedic three-part series was created, showcasing real-life comic situations in the life of a couple. The different parts of the series highlighted the difference between normal rags and Scott Duramax, creating memorable characters for the consumer to relate to. This innovative approach was designed to not only promote the product but also to engage the consumers on a deeper level. By using humor and relatable situations, the campaign aimed to create a strong connection between the consumers and the brand, thereby increasing the chances of product adoption.
Operational Impact
Quantitative Benefit
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