Client Success Stories » Dishwasher Detergent

Automatic Dishwasher Detergent Increases Purchase Rate By 220%

A national manufacturer of powdered dishwasher detergent faced increasing competition from liquid detergents. In fact, by 2003, liquids had captured nearly three quarters of the $15 billion soap and detergents market.

They realized the best strategy was to focus their attention on heavy users of powder-only automatic dishwashing detergents. They asked Twenty-Ten to help by finding these people and sending the right message to stimulate trial.

Our Challenge: Identifying What Would Compel the Target Group to Buy

Using the TOPS® process, we identified the benefit that was most meaningful to these consumers: simply, the 'spot free' nature of the dishwashing detergent.

Working Together to Develop the Optimal Marketing Strategy

Armed with this information, we collaborated with our client to locate their highest potential consumer, developed the message, and identified the best way of reaching the target.