![]() ‘It has a little button at the top and then you hang it on the racks.’ ‘Normally you wouldn’t have wide distribution of laundry products in convenience stores, but this product lends to it, especially with how it’s merchandised,’ says Sakdinan. The benefit to the brand, according to Toronto-based P&G spokesperson Win Sakdinan, is that it takes Tide outside the traditional laundry category, enabling P&G to expand its distribution. ![]() Of course, one of the organizations leading the charge in design innovation right now is Procter & Gamble, whose most recent entry is Tide To Go, a marker-shaped stain remover that consumers can carry in their bags or stash in their cars. Advertising, in the form of TV, print, and Web, launched this month and touts Elexa as a brand that revolutionizes the way women approach sex. So Church & Dwight convinced most of its retail partners to display Elexa in the feminine care aisle, where its cosmetic-inspired packaging, designed by U.S.-based shop Colangelo, sits pretty on shelves. Research indicated that women defined condoms as a barrier to intimacy (thus new products carry names like ‘Elexa Natural Feel Condoms’), and that they were reluctant to be spotted hanging out in the condom aisle. The answer, apparently, was all of the above. What are you doing that don’t get – is it in the message? Is it the product offer? Is it in the shopping experience?’ Veronique Hamel, director of marketing at Church & Dwight, says everything from the product attributes to packaging and merchandising have been revamped to suit women. That is clearly the raison d’être for the Elexa brand. ‘It’s a customer-centric approach and understanding the being able to marry those visceral experiences with a strategic context.’ ‘Design has to be embedded in how an organization thinks about how to deliver a service or product,’ she notes. Jeannette Hanna, VP brand strategy at Toronto-based design firm Spencer Francey Peters, says design’s prominence in business circles is growing, as indicated by a new mandate at the University of Toronto’s Rotman School of Business to bring the discipline into its curriculum. This fundamental shift has allowed them to pursue previously untapped markets, and, in some cases, define new channels of distribution for their products. In fact, companies as varied as Campbell’s (as witnessed by its new conveniently portable Soup-at-Hand invention), General Motors, Lexus, Procter & Gamble, and SC Johnson are taking a market-back approach – keeping the consumer front-and-centre as they toil on brand introductions from beginning to end. The fact that Church & Dwight has crafted a brand new product with the end user in mind isn’t an anomaly. As a result, the firm has conceived Elexa, a line of ‘sexual well-being products’ designed for females. ![]() Or at least that’s what women told Toronto-based Church & Dwight Canada, producer of the condom-category-leading Trojan brand, over two years of extensive research. Frankly, there isn’t much about the product’s manly packaging, clinical merchandising or its latex-odoured, intimacy-quashing attributes that turn on the fair sex. ![]() Chances are you won’t see many female shoppers lurking about. Next time you’re in a drugstore, check out who’s in the condom aisle. ![]()
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