ERA

Objective: Revitalize a dying brand.

 

Era laundry detergent has been around for years. A low-tier, struggling brand within P&G's laundry portfolio. Known to be tough on stains, Era had failed to evolve for a new audience. My team took this as a challenge. Our notion was that perhaps the brand was simply going after the wrong target.
Always centered around Mom and stain-fighting, it's benefit had lost a bit of it's polish over the years as competitors closed in. 

 

We looked a young, urban professional with a big attitude, but a small bank account. We found that clothes of most of these younger professionals living in larger urban areas did double duty. All day at work-than partying at night, only to repeat again sometimes within the work week. With this insight, we realize that stain fighting could be a bigger deal within this demographic - specifically with a low price detergent mostly sold in drug channel in larger cities. With clever, engaging social tactics we made Era the detergent of choice for the young and up and coming.