Zep, a provider for maintenance and cleaning solutions for retail, food and beverage, industrial and institutional, and vehicle care customers, wanted to “launch” a professionally loved cleaning product into the consumer retail space.
In a category with a confusing array of choice, consumers look for a “seal of approval” before purchasing.
To leverage the small universe (<4% market share) of existing product lovers into broader affinity for their brand, while bringing consistency to packaging, branding, and digital assets, including over 50 product videos to make the online shopping experience simple.
To drive trial, we launched a communications plan that connected with consumers through search, display, social, and key influencers. All integrated around a brand cry; ‘Zep. Next Level Clean.’