PiNG! Connecting with Your Consumer - Flipbook - Page 117
PiNG!
PiNG!
CHAPTER 4
CHAPTER 4
Innovation through Sustainability—
Arm & Hammer Essentials
Green Must Deliver
an Immediate Benefit
Provide consumers with a new kind of
value. Arm & Hammer Essentials provides a unique
home-care cleaning solution designed specifically for
people who are concerned about the environment.
Arm & Hammer Essentials features a two-bottle starter
pack: a large bottle is sold empty and shrink-wrapped
with a refill bottle of concentrated cleanser. Consumers
pour the contents of the refill bottle into the large bottle and then add water to create a full bottle of cleaner. The empty bottle creates an element of surprise on
shelf, but at a closer glance clearly communicates its
eco-friendly value. The large bottle can be used again
and again, and the smaller refill creates less waste. The
product also adds value by requiring the consumer to
only purchase the smaller refill. Arm & Hammer Essentials PiNGs consumers with environmentally friendly,
value-oriented sustainability.
What design
elements in your
form communicate
a key benefit?
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