L´EAUNDRY FRAGRANCE LAUNDRY DETERGENT
| Title | L´EAUNDRY FRAGRANCE LAUNDRY DETERGENT |
| Brand | T.D.G. VERTRIEBS |
| Product/Service | LAUNDRY DETERGENT |
| Category |
F01. Consumer Products |
|
Entrant
|
KOREFE Hamburg, GERMANY
|
|
Idea Creation
|
KOREFE Hamburg, GERMANY
|
|
Additional Company
|
RTS SCHOLZ Bremen, GERMANY
|
|
Additional Company 2
|
ROLF WORTMANN Melle, GERMANY
|
|
Additional Company 3
|
THOMA PLASTIK Norderstedt, GERMANY
|
|
Additional Company 4
|
KAWE Kaltenkirchen, GERMANY
|
|
Additional Company 5
|
FREY-LAU GMBH Henstedt Ulzburg, GERMANY
|
Credits
| Stefan Kolle |
Kolle Rebbe GmbH |
Chief Creative Officer |
| Christian Doering |
KOREFE |
Creative Director Design |
| Jana Bier |
KOREFE |
Project Manager |
| Lorenz Ritter |
Kolle Rebbe GmbH |
Creative Director |
| Tommy Szewczuk |
Kolle Rebbe GmbH |
Retouch Artist |
| Sascha Bugai |
Kolle Rebbe GmbH |
Head of Production |
| Martin Lühe |
Kolle Rebbe GmbH |
Production Manager |
| Ulf Schütze |
Kolle Rebbe GmbH |
Production Manager |
The Campaign
Bring glamour and luxury into the unsexy world of laundry detergents to justify a premium price (over €50 per bottle).
Creative Execution
The final products are plastic bottles that look exactly like oversize perfume bottles, with a fabric label colour scheme to distinguish between the three scents. The scents themselves were specially developed to have a long-lasting effect on fabrics.
Indication of how successful the outcome was in the market
The new packaging boosts the luxury impact of the brand and justifies a high retail price by using a purely visual approach. As the product only went on the market in early spring, there are no reliable sales figures from retailers yet but online sales are going well (and the brand had to start another production run in March 2016 to serve all requests).
The most complicated part finding a way to make plastic look premium to imitate the look and feel of a glass perfume bottle. It took us 6 months of experimentation to find the right material and shape. Even more time was invested in creating the scents in cooperation with a perfume designer.