Internal Collaboration - Research
We have decided to build a campaign for Glade Shake and Vac.
Background information
It is a powder carpet freshener which eliminates lingering, pet, tobacco and cooking odours that get trapped in carpets, It helps to make your home smell fresh and clean. It is available in a range of fragrances.
It is for you to shake on dry carpets only and then vacuum up.
The fragrances are 'lily of the valley', 'magnolia and vanilla' and 'fresh lemon.'
In supermarkets it retails between £1 and £1.50
Reviews are great with people saying: "very effective", "just like the good old days" and "keeps the place smelling so good and carpets smelling so good."
A History
- It is marketed and sold in the UK
- first sold in 1979, the product became popular through the 'Dancing Women' advert. This advert was voted one of the iconic TV adverts in 2000.
- Although the product was on sale in shops in 1979, ITV industrial action resulted in the advert being delayed until 1980.
- The advert was produced by 'Benton and Benson' advertising agency, written and art directed by Peter West and Gary Wilson and produced by Simon Wells. Bob Mahoney directed.
Why choose over competitors?
- Its a calcium carbonate based powder and is not overly toxic to any animals. (however it is advised you keep any animals away or in another room as it can cause irritation.)
- It is very affordable and easily accessible
- leaves a nice refreshing fragrance throughout.
- Has been around for years and is well trusted
How and why did it loose its relevance?
- home remedies for odour fighting products became popular
- adverts for the product is sparse. There is the original Shake 'n' Vac and then the 30 year remake with Jedward. There are no print adverts available to view online.
- Other brands have come out with alternative products and they do advertise.
- When I think of Shake 'n' Vac I think of my gran and mum using it. This is their target audience (home owners), but my generation are not as aware or keen to buy it.
Who is their mother brand?
S C Johnson "a family company at work for a better world."
The Company
- As a family led company, we dont report to wall street. we report to you, and to every family that uses our products.
- We hold ourself to a higher standard than just the industry norm, We call it the Family Standard, and it means being transparent about the products and choices we make.
- Since 1937, the company has given 5 percent of all pretax profits to charity. Also since 2000, S C Johnson have reduced their greenhouse gas emissions from their manufacturing sites by 55 percent.
- The chairman and CEO of S C Johnson is Fisk Johnson and he is the 5th generation of his family to run the company.
The Purpose
- Use less, recycle more and be responsible.
- when you buy one of our products, you put your trust in us. That is a responsibility we take very seriously.
- For us, transparency is a matter of principle. You deserve to know what is in the products you take home. We want to help you make the best choices for your family.
The Products
- we care about making life cleaner, healthier and better. That is why we have spend over a century creating innovative, quality products for that work.
- 'Glade' is a brand under S C Johnson, along with many others, and they offer dozen of products for all areas of the home.
- In Glade, Shake 'n' Vac Fresh Lemon, the ingredients are sodium sulphate, calcium carbonate, delomite and the fragrance..
The Competition
Varnish Carpet Cleaner and Upholstery Powerpowder
- retails for £6.50 - £8 for 650g.
- Cleans carpets and removes stains
- Brush the powder onto the carpet rather than shake.
- Keep away from children and pets
- Softens carpets due to conditioner in the formula.
- Uk's No.1 carpet cleaner brand
Neutradol Carpet Odour Destroyer
- Retails for £7.30 for 700g
- will clean your carpet and bring freshness whilst getting rid of all unpleasant odours i.e tobacco, pets, kitchen smells.
- It can also be used in bins
- 4 out of 5 on Amazon
- only use dry, never dampen the formula
Simple Solution Urine Dry Carpet Powder
- Retails for £3.59 for 680g.
- Effective odour remover that removes pet stains fast
- Absorbs wetness, removes odours, easy to use and is safe around pets and children.
- 4 stars
1001 Carpet Fresh
- Retails for £5 for 600ml
- 1001 carpet fresh is a revolutionary new carpet and rug freshener that safely eliminates everyday trapped pet odours
- The fine quick drying pet foam penetrates deep down into the carpet fibres, instantly neutralising odours.
What are the Shake 'n' Vac consumers saying?
- Paul, 55. "I think it alright, but the dust gets everywhere."
-Leonie, 49. "I think that given the products now neutralise odours, having shake 'n' vac just mask the smell makes it seem redundant. I'd rather use Vanish deep clean."
- Andrea, 58. "I use it because the smell of Toffo (pet dog) to freshen carpets. I like the lemon one. but if i use it too much it makes me wheezy. It can be hard to hoover off of rugs."
- Nicola, 59. "Thought it was crap to be honest. all powder and no scent and no long lasting change. A waste of money. Bare in mind I used it years ago."
_ Margret, 79. "I've used it only a handful of time to refresh the bungalow. It does what it says on the tin. Yeah I would buy it again to refresh in between my cleaner coming."
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