method
barrera. terĂĄn. thornton. vandette.
before there was method
new low price now with stain remover
$18 billion
$$$
3390% growth 100
method hand wash
75
68% 12.8% leading
50
brand
25
0
2002 2003 2004 2005 2006 2007 method annual revenue (MM)
Source: Mintel International Group
All-Purpose Cleaners/ Disinfectants $420 MM 11%
2% 15% 1% 1%
70%
Source: Information Resources Inc. (Doesn’t include Wal-Mart sales)
Lysol Clorox Green Works Pine Sol Simple Green method Other
our fair share
our fair share .0055% method total market share
feeling the pressure big 7 companies
private label
natural green products
THE LOWDOWN enlist help of brand advocates to grow method as thought-leader.
t WE AREpeople agains dirty method mavens: NEWLYWEDS
NEW MOMS
LEADERS OF NEW
advocates som & then e
the art of clean
honey, i’m home
enviroconscious renaissance thinking... build to strategy
what we stand for
others DESTRUCTION STERILIZE AMMUNITION
VS
method DESIGN REVITALIZE ACCESSORY
the power of design design create clean
design a better world.
A new way of cleaning = design + cleaning + challenging the traditional
method in action Phase 1 rally Phase 2 empower Phase 3 sustain
rally
t v ad book
media cable tv
online
empower
media earned media
sustain
print ooh web banners new web section product line extension
Phase 3 media
online
ooh
it’s that time of year march
2009 2
9
16
23
april 6
13
20
27
may 4
11
18
25
3 cities seattle
chicago boston
the plan march 2
april
9 16 23 6 13 20 27
may
individual costs
4 11 18 25
online
$148,000
$353,150
cable tv
$192,000
$51,000
ooh total cost
$744,150
measure of success new members joining people against dirty attendance at events traffic on websites earned media activity on social networks sales of method products