Brand & Product Overview
Enzo All-in-One, a detergent brand by Reliance, aimed to meet diverse laundry needs with its "All-in-One" proposition. The product's USP lies in its versatility – it’s designed for use across top-load washing machines, bucket, and various types of clothes. Additionally, Enzo All-in-One offers numerous other benefits, such as stain removal and fragrance enhancement, making it an appealing choice for households with a wide range of laundry requirements.
Challenge
Enzo All-in-One entered a highly competitive market dominated by multiple established detergent brands. These competitors already had significant brand loyalty and mindshare among shoppers, leaving limited shelf space to communicate Enzo All-in-One's unique features. The main challenge for the brand was how to stand out in this cluttered environment and effectively communicate its diverse benefits to a variety of shoppers.
Solution: Shopper Marketing Campaign by Distil Design (DDPL)
To address these challenges, Reliance partnered with Distil Design (DDPL), a shopper marketing agency, to create a compelling campaign that would not only highlight Enzo All-in-One's key benefits but also resonate with shoppers at every touchpoint in Reliance stores across India.
Step 1: Understanding the Shopper
The first step in the campaign was to deeply understand the shopping environment and shopper behavior. DDPL began by conducting an audit at select Reliance stores to observe the shopping patterns and interactions within the store. This audit was complemented by shopper conversations and observational studies to uncover shopper needs, drivers, and barriers in the detergent aisle.
DDPL also conducted in-home conversations with the target group to gain insights into their laundry habits and pain points. These insights would later inform the design of the campaign and its message.
Step 2: Identifying Shopper Needs & Touchpoints
From the audit and in-depth shopper research, DDPL identified key shopper need states that aligned with Enzo All-in-One's benefits. These need states included:
Convenience (easy to use for multiple laundry needs)
Stain removal (effective for tough stains)
Fabric care (suitable for various types of clothes)
Fragrance (long-lasting and pleasant scents)
Along with these insights, DDPL identified several strategic touchpoints throughout the store where these needs could be communicated effectively. These touchpoints were spread across different categories in the store, where the shopper’s attention could be captured in an unexpected, cross-category manner.
Step 3: Crafting the Shopper Journey
With the insights gathered, Reliance & DDPL developed the key visuals and communication that would resonate with shoppers at different stages of their store journey. The visuals were designed to highlight the All-in-One benefit of Enzo and the key attributes like stain removal, suitability for all fabrics & devices.
The communication strategy leveraged cross-category placements—using even seemingly unrelated aisles to reinforce Enzo All-in-One's benefits. For example:
Ketchup, Tea/Coffee, Spices & Pickles aisle: These sections were used to communicate the stain removal benefit, linking the idea of removing stubborn stains from clothes.
Clothes section: This section was dedicated to showcasing Enzo All-in-One's suitability for different types of fabrics, reinforcing its versatility.
Toothpaste aisle: A connection was made between the whiter teeth benefit in toothpaste and whiter clothes with Enzo All-in-One.
Incense aisle: The pleasant fragrance from incense to create a fragrant home was linked to Enzo All-in-One's ability to provide fresh fragrance for your clothes, creating a sensory connection that enhanced the product's appeal.
These cross-category placements, using flanges & bay breakers, allowed Enzo All-in-One to engage shoppers in unexpected ways, driving home its unique all-in-one benefits.
The communication was also delivered through clutter breaking assets at strategic high visibility locations at Reliance. These included assets such as FSUs, Endcaps, Pillar branding, Gate Arches, Wall branding, Drop-downs, Windows, Power Wings, Shelf -Strips, Trolleys & more.
Step 4: Validation and Rollout
To ensure the effectiveness of the campaign, Reliance conducted a pilot test at a key store. The results were overwhelmingly positive, with stakeholders and shoppers alike appreciating the creative approach and standout design. The campaign’s cross-category execution was particularly well-received, as it provided a fresh and unexpected way to communicate the product’s benefits.
Following the success of the pilot, the campaign was rolled out across all Reliance stores pan India. DDPL also developed localized versions of the campaign, adapting the visuals and communication into the necessary regional languages, ensuring the message resonated with a diverse shopper base.
Results and Feedback
The initial feedback from key stakeholders and shoppers has been extremely positive. Stakeholders noted that the creative approach stood out well, particularly in a category that is traditionally cluttered with similar brands. The cross-category strategy was praised for its ability to catch the shopper’s attention in unexpected sections of the store, making the communication feel fresh and relevant.
Shoppers appreciated the clear and engaging messaging about Enzo’s versatility, with many noticing that the product’s benefits were communicated in an easy-to-understand and memorable way. As a result, brand awareness and purchase intent for Enzo All-in-One is expected to see an uplift during & post the campaign’s execution.
Conclusion
Enzo All-in-One's shopper marketing campaign, successfully addressed the challenge of standing out in a competitive category. By conducting in-depth research and leveraging cross-category touchpoints, Reliance & DDPL created an engaging, memorable experience that resonated with shoppers across India. The campaign effectively communicated Enzo All-in-One's USP which will help the brand gain a foothold in the detergent market, driving both awareness and sales.
Share a brief
Why not share your brand name and preferred retail format and let us come back to you with our recommendations. Click the button below and scroll to the bottom of the page.
Distil Design is a shopper marketing agency that specializes in creating effective campaigns for brands and retailers. Our approach is rooted in distilling complex data into actionable strategies to drive sales and build brand awareness. Our team of experts work closely with brands to create impactful campaigns at the point of purchase. With over 15 years of experience, we help brands increase sales and navigate the shopper's purchase journey. Visit us at www.distildesign.com to learn more about our services.