DETOX CLOTHES

DIFFERENTIATING IN A CROWDED MARKET

Leveraged psychological insights to craft a compelling, single-minded strategic positioning and messaging to shift consumer perception

STRATEGY

CHALLENGE

Panasonic aimed to develop a new line of front-load washers for high-end segments to double its market share from less than 5%. Two key players dominated this category by 80%, both promoting advanced hot water washing technological features, making differentiation essential.

INSIGHT

Consumer insight: During COVID-19, mothers with babies became more hygiene-conscious. They wanted hygiene technology for their laundry but felt compelled to wash clothes in high-temperature water. Because hot washes might damage delicate fabrics, making them feel stressed and anxious.

Product insight: Panasonic’s Blue Ag+ cold wash technology is superior (1) eliminates bacteria using silver ions (Ag+) and UV-A irradiation while (2) protecting clothing quality. (3) Unlike hot washes, it prevents wrinkles, reducing the need for ironing.

IDEA

Develop a strategy focused on "simple, safe and reliable hygiene technology" that would:

Challenge the assumption that only hot water effectively sanitizes
Position cold wash with Blue Ag+ as superior for both hygiene and fabric care

THE "CLOTHES DETOX" CONCEPT

I created the "Clothes Detox" positioning to make the technology tangible for consumers. This concept explained that clothes, like our bodies, accumulate harmful elements throughout the day:

Just as we detoxify our bodies, clothes need detoxification from bacteria, allergens, and environmental pollutants

Traditional hot washing provides limited detoxification while damaging fabrics

Blue Ag+ technology offers gentle yet thorough detoxification, preserving fabrics while eliminating harmful bacteria even in cold water

IMPACT

Transferable skills:

Customer research: Qualitative and quantitative analysis; Competitor Analysis
JTBD framework ; Customer problem statement; Value Proposition; Segmentation and Targeting, Customer Persona; Customer Journey Mapping, Persuasive Messaging
Creative brief to guide advertising agency in developing IMC campaign
Content marketing
SEO optimization,

CHALLENGE

Panasonic aimed to develop a new line of front-load washers for high-end segments to double its market share from less than 5%.

Two key players dominated this category by 80%, both promoting advanced hot water washing technological features, making differentiation essential.

INSIGHT

Consumer insight

During COVID-19, mothers with babies became more hygiene-conscious. They wanted hygiene technology for their laundry but felt compelled to wash clothes in high-temperature water. Because hot washes might damage delicate fabrics, making them feel stressed and anxious.

Product insight

Panasonic’s Blue Ag+ cold wash technology is superior (1) eliminates bacteria using silver ions (Ag+) and UV-A irradiation while (2) protecting clothing quality. (3) Unlike hot washes, it prevents wrinkles, reducing the need for ironing.