Colgate gives its noblesse back to bleach
Once upon a time, bleach was the miracle product in many homes. Today, its very name causes fear and its image is disastrous! Let’s face it, when we ask the new generations about bleach, reactions are fierce: “it’s outdated”, “it stinks”, “it stains clothes”, “it pollutes”, “it damages some surfaces because it’s too strong”, “it’s a grandma’s product”, “it stings and dries your skin”, etc. And clichés like that are not easily overcome!
Bleach is perceived as an ultra-harsh weapon to be used only to disinfect resistant surfaces. Colgate called on PIxelis and its creativity to counter these preconceived ideas and boost La Croix bleach sales. And what better way to convince and reassure anyone who forgot to listen to grandma and her advice on the properties of bleach than an educational approach?!
The agency recommended for La Croix to act as an advice brand on its 1L bottles (very popular with the target) and position itself as the “everyday partner that does everything everywhere around the house”. To support consumers in “knowing how to use bleach” and meet their expectations for convenience, Pixelis created Charlotte, a fun, friendly mascot who passes on tips on the product’s multi-usage. The fun character’s closeness and instructive side adapted to several media (packs, kakemonos, rulers, comic books, Web site, etc.) helped modernise La Croix and create even more closeness with its target.
Results: increased sales on the La Croix bleach1L format.