Previously, 1000+ had been marketed primarily as a stain remover. While this is technically acceptable, it has undervalued the brand’s consumer proposition, and thus the brand’s growth potential in the past.
The unique properties of 1000+ Stain Remover make it equally useful as a stain remover AND a concentrate for general-purpose clean-ups when mixed with water. “General purpose” usually refers to kitchen and bathroom counters, removing fingerprints from appliances and a variety of surfaces, computer notebook screens, faucets, table tops and more. The “general purpose” spray application is significantly larger than the stain removal category in North America. This application is also called “all-purpose” and “multi-purpose”. These are usually deployed in spray format and dry wiped with paper towel or cloth..
Winning Brands is refreshing the brand positioning of 1000+ Stain Remover to be explicit about its multi-tasking capability, and in particular, this convenience and resulting value. The theme of adding 1000+ to water in a re-usable spray bottle is being combined with an environmental message reminding consumers about the enormous positive impact that this behaviour has on the environment. It slashes the flow of empty spray bottles to the landfill site – in our case by 95%. This translates to many millions of bottles less piling up in waste dumps. The sheer physical scale of this positive impact is impressive. It is easily understood by consumers and is of growing interest to governments who are adopting measures to restrict single use plastic packaging and products.
The further benefit to our consumers of this use of 1000+ is that it reduces the average cost per bottle of a 1000+ energized spray cleaner to much less than a dollar per bottle. This pricing is competitive with anything, anywhere.
Shown below is the most recent iteration of the brand’s Neighbourhood Mail literature to incorporate this messaging.
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