P&G's Biggest New Brand since Swiffer.
On the verge of shutdown, we turned it around to $90 Million in sales and reacquired.
The Challenge
P&G had developed an insecticide that was deadly for bugs but safe around people and pets. The science was real but the real obstacle was consumer buy-in.
The plug was about to be pulled. The brief was simple: fix the credibility problem or the brand dies.
Stanley’s Insight
Consumers questioned how something could kill bugs yet be safe for their family… Trying to answer thatquestion inside the existing insecticide category was a losing battle.
The answer was to leave the category entirely.
We created a new one: Bio-Selective insecticides. Zevo specificalyl targets bug-biology. Safe for humans and pets. Seems simple, but it got things going.
The Work
We drove the entire project from concept to market.
Direct Response TV and social built around a single idea, hammered relentlessly: Bio-Selectivity.
While SCJ depicted cartoon bugs, we created high-definition bugs for the very first time to bring Zevo into the future and tie SCJ to the past.
Forget features or comparisons. This was one focused idea, proven on screen, repeated until the market believed it.
Trial proved the market and retail distribution in Home Depot and Walmart shortly followed.
For traps, we leveraged the frustrating emotions associated with trying to catch flies to position the Zevo Traps as “satisfying”.
The Results
$90M Sales in 18 Months
Zevo nearly eliminated SC Johnson from the category alltogether.
P&G reacquired the brand which was the ultimate validation that what we built was real.
Their biggest new brand success in 18 years.
Get Growing.
