Reckitt Benckiser, the world-leading household and personal products manufacturer, is about passionately delivering better solutions in household cleaning and health and personal care.
Creativity and innovation is key to the business' success! Operating in sixty countries Reckitt Benckiser has net annual profits of over £500million.
Nunwood worked with the RB category team on the feasibility of product line extension in the multi-purpose cleaner category.
We looked at five variants for the product, with the aim of launching two onto the multi purpose cleaner market, evaluating bottle format and the important specific features of the packaging. We were also looking for names.
This research study was carried out in hall tests across the country with a mock supermarket shelf display set up with the client’s product offering and all other main competitors. The concept and the bottle were evaluated by the consumer followed by the fragrance test in which consumers were asked to state their preferred fragrance and their preferred fragrance name in relation to the brand.
Throughout the fragrance testing, consumers were expected to provide reasons for their preferred choice and their reasons for disliking certain fragrances. This would serve as client feedback in order to improve fragrances that proved less popular.
Key outputs of the programme:
Three key outputs from Nunwood’s involvement led to a change in bottling production, created new brand extension names and provided a blueprint for further product variants on colour format, and fragrance.
Sales for the new formats have hit target.
