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%.

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