Laundry Pods Trial Increases by 5X
Leading Fabric Care Retailer has 4.5X
Improvement in Trial Rate
Men and Women 18-69, current non-user of all the brand’s Pods products but active in the category, with high likelihood to try and convert the specific Pod, which had a strong scent element.
Twenty-Ten identified target consumers received a D2C mailer and single use pod at-home. Exposed consumers were matched to NCS frequent shopper database for true trial measurement at POS.
Final selected target group saw trial rate of 15.25%.