CLEANING ALL SUPPORTS by Amane Branding for Salveco

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CLEANING ALL SUPPORTS

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Industry Cleaning Products, Detergents & Wood protectors
Media Design & Branding
Market France
Agency Amane Branding
Art Director Laurent Maurice
Copywriter Mother Hoog Chanut
Released September 2011

Credits & Description

Category: Consumer Products
Advertiser: GROUPE DOUCET
Product/Service: YOU
Agency: AMANE BRANDING
Chief Executive Officer: Frederic Vivien (Amane Branding)
Copywriter: Mother Hoog Chanut (Amane Branding)
Art Director: Laurent Maurice (Amane Branding)
Media placement: Web - Web - 15/09/2011
Media placement: Events - Exhibition - 15/09/2011
Media placement: Prints - Mailing, Point Of Sales - 15/09/2011
Media placement: Application - Web - 15/09/2011
Media placement: Packaging - Supermarket - 15/09/2011

Describe the brief from the client
- Express the brand strategy
- Create a relationship and closeness with the consumers
- Promote the benefits of the brand (100% natural composition, refillable cartridge, proximity to the users)
- Generate attraction and buzz

Describe the challenges and key objectives
• Express the strategy: A positive trend break and its 2 components:
- Naturally focused on the consumer benefits (health and well-being)
- Satisfaction of product performance
• Attach, to the brand, a meaningful and solid visual corpus
• Trigger inspiration for the product
- A cleaning product can be an addition to the decoration of the house (no need to hide it)
- "I can be natural even while doing the house cleaning" (no more gloves, no more need to worry about the health of my children or pets)

Describe how you arrived at the final design
• This product (and brand) launch has enabled us to have a 360°approach to communication
• On line: web site, community management on Facebook, playlists on Spotify, game for recruitment
• Off line: distributor of refills in store, leaflet with couponing, launch event

Give some indication of how successful the outcome was in the market
The launch of ‘You by Salveco’ has exceeded all sales forecasts. The brand has created spontaneous keen interest from the media and consumers, 3,000 Facebook fans, and infatuated consumer testimonies, which is quite rare on the cleaning products markets that is usually very conservative and low on emotion.
Less than 6 month following its launch almost all retail chains declare their intention to distribute the products of the small French independent brand; never seen before in this sector.