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.
Front panel of 1000+ Stain Remover market re-launch with renewed emphasis on dual use; stain remover and general purpose cleaner in re-usable spray to dramatically reduce plastic bottle waste (pollution).
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1000+ Stain Remover is for the first time ever integrating the reduction of plastic bottle waste (pollution) as a key premise of its market positioning. The characterization shown in the brochure extract above summarizes the ease of use and positive impact of this application. Studies have found that younger consumers appreciate such practical methods to be eco-responsible and that they seek out brands which deliver authentic environmental benefits. This strategy is a conscious effort by Winning Brands to lower the average age of its consumers and broaden appeal.
1000+ Stain Remover does not sacrifice stain fighting merely because it is also a concentrate for general purpose cleaning. Brochure interior shown above. The ability of 1000+ Stain Remover to energize a re-usable spray bottle of water into a remarkably affordable spray cleaner has been supported anecdotally (and enthusiastically) by 1000+ Stain Remover consumers over the years. Future positioning of 1000+ Stain Remover in marketing will give this added dimension greater emphasis.
The combination of QR code integration and the refreshed marketing positioning of 1000+ Stain Remover is a feature of Winning Brands’ strategy to enhance the consumer experience and value of 1000+ Stain Remover for their benefit, as well as to support its retail partnerships with innovation and eco-relevance.
