2. 1x Concentrated Formula 2x Concentrated Formula 3x Concentrated Formula
WISK Laundry Detergent
Unilever is introducing two new products into the Wisk Laundry Detergent line. Currently, there are nine detergent
products broken down into three categories:
1x Concentrated Formula: 2x Concentrated Formula: 3x Concentrated Formula:
• Stain Dissolving Power • Original Clean • Original Clean
• High Efficiency • High Efficiency • High Efficiency
• Dazzling Whites & Colors • Bleach Alternative
• Citrus Clean
The first product is Wisk Micro 3x Capsules, a highly concentrated formula that come in pre-measured capsules,
offer the consumer a higher level of clean, convenience and efficiency.
The second product is Wisk fragrance for laundry detergent. Customizable for the whole family, now the consumer
can choose from a variety of fragrances and add it to their laundry.
The reason for the new product launch is because of current trends in the market place that have lead to
opportunity for Wisk to offer a complete product line that recognizes the demand for efficiency and flexibility.
3. Trends
A current trend in many consumer products is higher concentration that goes beyond 3x laundry detergent, for
example, Theraflu Thin Stripes, Electrasol Tabs, Listerine PocketPaks and Crest Whitestrips. It’s not just about the
powerful concentration, it’s also about the ease of use. Wisk Micro 3x will make the chore of doing laundry easier
because of the pre-measured capsules. No more measuring or spilling!
Also, one size doesn’t always fit all. Consumers like things customizable, anywhere from their own music playlist,
to ringtones on their phones, to how many shots of espresso in their coffee. While many laundry detergents offer
fragrance variants, for example, Tide and Downy Simple Pleasures, none of them offer just fragrance that can be
added at their liking. Wisk fragrances will allow the consumer to pick a different scent by the day, family member,
or load of laundry.
This exploration will examine different ways to introduce these new product into the current Wisk line, keeping
in mind that the current 3x products will still be on shelf at the time of launch. Wisk Micro 3x will be available
in Original Clean, High Efficiency and Bleach Alternative. They are shown on a new dispensing bottle; it can hang
from a shelf in the laundry closet. Wisk fragrances will be available in three categories as well, for her, for him
and for home. The fragrances are Escape, Element and Serenity. The bottle shown is based on the Axe deodorant
bottle form.
5. Multi-Action Capsules Multi-Action Capsules Multi-Action Capsules
Detergent • Pre-treater • Softener Detergent • Pre-treater • Softener Detergent • Pre-treater • Softener
Original Clean High Efficiency Bleach Alternative
=
32 LOADS 3x CONCENTRATED
LAUNDRY DETERGENT
=
32 LOADS 3x CONCENTRATED
LAUNDRY DETERGENT
=
32 LOADS 3x CONCENTRATED
LAUNDRY DETERGENT
WISK Capsules - Group A (scaled 90%)
This group follows the Brand’s established architecture. The capsules use Wisk red background and maintain the
color-coded swoosh to identify Original Clean (blue), HE (silver), and Bleach Alternative (white/cyan), while
introducing the new capsule form.
6. Fragrance Fragrance Fragrance
for Laundry for Laundry for Laundry
Detergent Detergent Detergent
Element Serenity
for her for him for home
Scent Level Scent Level Scent Level
WISK Fragrance - Group A (100%)
The fragrance products borrow the same architecture and use the swoosh to color code: for her (pink), for him (blue)
and for home (purple). Icons are then used to support the fragrance variant. They are shown on clear bottles.
8. Original Clean High Efficiency Bleach Alternative
MULTI-ACTION CAPSULES MULTI-ACTION CAPSULES MULTI-ACTION CAPSULES
DETERGENT PRE-TREATER SOFTENER DETERGENT PRE-TREATER SOFTENER DETERGENT PRE-TREATER SOFTENER
32 LOADS
=
3x CONCENTRATED
LAUNDRY DETERGENT 32 LOADS
=
3x CONCENTRATED
LAUNDRY DETERGENT 32 LOADS
=
3x CONCENTRATED
LAUNDRY DETERGENT
WISK Capsules - Group B (scaled 90%)
This group tells more of a story of what the new capsule form is about. It also introduces an icon system to
communicate the products overall attributes.
9. Fragrance for Laundry Fragrance for Laundry Fragrance for Laundry
Detergent Detergent Detergent
Escape Element Serenity
Scented for Her Scented for Him Scented for Home
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
SCENT LEVEL SCENT LEVEL SCENT LEVEL
WISK Fragrance - Group B (100%)
The image on the fragrance products also help to identify the scent, while the icons quickly identify the “her, him, home”
communication. Opaque bottles.
11. MU L T I - A C T I O N MULTI-ACTION MULTI-ACTION
DETERGENT DETERGENT DETERGENT
MICRO 3X CAPSULES MICRO 3X CAPSULES MICRO 3X CAPSULES
PRE-TREATER PRE-TREATER PRE-TREATER
SOFTENER SOFTENER SOFTENER
Original High Bleach
Clean Efficiency Alternative
3x CONCENTRATED
LAUNDRY DETERGENT
=
32 LOADS 3x CONCENTRATED
LAUNDRY DETERGENT
=
32 LOADS 3x CONCENTRATED
LAUNDRY DETERGENT
=
32 LOADS
WISK Capsules - Group C (scaled 90%)
This group starts to break away from the brand’s hierarchy; the variant is becoming a bit more important but is still
recognizably Wisk. The Wisk logo is contained in a red sphere, reminiscent of the new capsule form. The attributes
are communicated in a simple grid.
12. Fragrance for Fragrance for Fragrance for
Laundry Detergent Laundry Detergent Laundry Detergent
just for... just for... just for...
Scent Scent Scent
Your Life Your Life Your Life
Escape Element Serenity
Scent Level Scent Level Scent Level
WISK Fragrance - Group C (100%)
The fragrance products in this set start to take on their own brand look and use Wisk as an endorsement. This design
“flirts” with the fashion world with their bold colors, patterns and horizontal stripes.
14. M U LT I - AC T I O N C A P S U L E S M U LT I - AC T I O N C A P S U L E S M U LT I - AC T I O N C A P S U L E S
DETERGENT DETERGENT DETERGENT
PRE-TREATER PRE-TREATER PRE-TREATER
ORIGINAL CLEAN HIGH EFFICIENCY BLEACH ALTERNATIVE
SOFTENER SOFTENER SOFTENER
WISK Capsules - Group D (scaled 90%)
This group completely revises the established architecture. The swoosh is now always Wisk red and minimized. More
real estate is dedicated to communicate the new product form, but still holds true to the blue, silver and white color-
coded system from the current line. Icons are utilized once again to communicate product attributes and built right
into the brand architecture.
15. Fragrance for Laundry Fragrance for Laundry Fragrance for Laundry
Detergent Detergent Detergent
Scent Scent Scent
your your your
ESCAPE ELEMENT SERENITY
for her for him for home
3 3 3
SCENT LEVEL SCENT LEVEL SCENT LEVEL
WISK Fragrance - Group D (100%)
The red Wisk swoosh is carried through to the fragrance line. A common sub-brand name, “Scent your Life”, is
established. The scents are boldly differentiated with strong color. The, “her, him, home” communication is
minimized, but have icons overlaying the background color paired with color-coded caps.
