Scott Shop Towels

Brand Strategy, Package Design, Brand Identity, Merchandising

Before

Expanded product placement in the automotive channel leader Autozone

Situation

Scott Shop Towel brand strengthened itself in a soft market and against aggressive competition by expanding its product line.

Kimberly Clark used their extensive wiping products portfolio to capture growing opportunities among DIYers and Pros for application specific products in the automotive channel.

Solution

Scott Brand Team chose LW due to our previously successful packaging design update of the category leading Scott Shop Towel.

Based on consumer research, LW’s strategy focused the Shop Towel line into 3 distinctive products.

LW created distinction for each product using supportive product descriptors reinforced by the iconic “Scott” character doing product appropriate tasks on each package.

Scott Rags

Brand Strategy, Package Design, Brand Identity, Merchandising

Before

Over 8 years of brand equity growth – the DIY towel leader

Situation

With growing competition in marketplace, the category leader wanted to establish a stronger position in the marketplace.

Solution

LW provided new strategy to redefine positioning and merchandising.

Maintained strong color and other brand equities of existing package, while injecting a stronger “Scott” brand position.