brand brief green + thornton
10
DISRUPTIVE
NEW LOW PRICE NOW WITH STAIN REMOVER
No Emotion
10
9
style + substance
design. function. sustainability.
Can launch a new product line in 4 to 6 months Launches 2 to 3 product lines per year Uses a trial-and-error process of innovation
hand care
floor
laundry
dish
specialty
air care
all surface
baby + kids
bathroom
body care
Method Go Naked Liquid Hand Soap
Hand Soap Softsoap Anti-bacterial
Method Go Naked Liquid Hand Soap
$3.19
$4.29*
Dawn Direct Liquid Foam Dish Detergent
Method Go Naked Dish Soap Liquid
$4.99
$5.99
Dish Soap
Method Go Naked Hand
10
9
8
3390% Growth
28.5% method dish
100 75
dish category
2%
50
68% 12.8%
25
method hand wash
leading brand
0
2002 2003 2004 2005 2006 2007 method annual revenue Source: Mintel International Group
10
9 7
8
one billion impressions
10
9
7
6
8
Progressive Domestics
10
9
7
6
8
5
$18 Billion
$$$$
brands matter
10
9
7
6
8
5
4
2.7
billion advertising spend
15
million on toilet paper million on 3advertising
Source: Yahoo interview with Eric Ryan
All Purpose Cleaners/ Disinfectants 11%
Glass Cleaners
1%
2%
16%
15% 1% 69%
.0055% 1%
19% 1% 2%
method total market share
420 million
Lysol Clorox Green Works Pine-Sol simple green method others
62%
161 million
Windex Clorox Green Works Seventh Generation Private Label Method other
Source: Information Resources Inc. (Doesn’t include Wal-Mart sales)
10
9
7
3
6
8
5
4
Big 7 Companies
Private Label
Natural Green Products
10
9
7
3
6
2
8
5
4
“People typically discover Method because of the design, love using it because of the fragrance, then discover it’s good for you. It’s that third piece that drives loyalty. It is easy to copy fragrance, the attitude, but you can’t copy the philosophy.” -Adam LowryMethod, Co-Founder
Thought Leadership
Inspirational treatment of athletics and competition
Inspirational treatment of design and innovation
Inspirational treatment of cleaning
10
9
7
3
8
6
5 2
4 1
The Objective: Enlist the help of your brand advocates Encourage advocates to buy across categories, to support new innovations in current categories, and to help recruit others with similar mind set.
$3 Million
thank you.