Angry Orange Toilet Tamer
PROCESS
As a team, we explored both naming and look and feel on the packaging as the starting point of the rebrand. After testing initial concepts, the data showed that concepts that were more vulgar or potty-mouthed (Turd Terminator or Poop Punishing) might alienate or cause people to avoid purchasing Angry Orange toilet spray over more palatable brands. We also found it important to highlight the unique scent of our product, citrus and clove. Angry Orange’s citrus scent carries recognition and clout with existing brand customers so we wanted to reinforce that this is just as good as the brand’s pet products. Cross-functional partners felt strongly about the new branding being more discreet and aesthetically pleasing for those who choose to leave it out in the bathroom.
In the future, plans include transitioning to a white spray nozzle to be more cohesive.
BRIEF
The current Eliminati branding, both look and feel and name, are not resonating with consumers. The brand team would like to move be more competitive in the category of toilet sprays. The branded searches for the product were not high or gaining traction for the brand; it is one of the products that was struggling.
GOAL
Packaging and Amazon creative assets that are more cohesive and consistent with Angry Orange product line. A new product name that more clearly reflects what the product is while maintaining the humorous brand voice & tone. Updating specifically the Amazon page to better reflect the product and it’s benefits to consumers.
CREATED IN COLLABORATION WITH Lara Harris Associate Creative Director, Val Delgado Associate Copy Director, Britney Jackson Senior Copywriter, Mike Fahey Product Photography, Sara Law Branding, Concepts, Packaging & Art Direction
BEFORE
PROCESS
COMPETITIVE TESTING VIA HEAT MAP OF AMAZON SERP / V1 “POOP PUNISHER”
POU-POURI / 26 CLICKS
I’ve used this brand, familiarity, elegant design, seems like it would be effective, humorous
ANGRY ORANGE / 14 CLICKS
think the name is funny, the orange stands out, a few had heard of Angry Orange brand, like that “poop” was large and stood out on the bottle
FRESH WAVE / 17 CLICKS
like discreet, professional black packaging, like lemon scent, don’t like vulgar/funny names
SMELLS BEGONE / 17 CLICKS
like that the bottle is not tacky or vulgar, looks clean and professional
FOR V2, WE ALIGNED WITH THE BRAND TEAM THAT ALTHOUGH THE POO HUMOR IS FUNNY AND ALIGNS WITH ANGRY ORANGE BRAND TONE, IT IS TOO DIVISIVE AND MIGHT LOOSE MARKET SHARE FOR THIS PRODUCT CATEGORY. THE CUSTOMERS ARE HOPING FOR SOMETHING DISCREET AND AESTHETICALLY PLEASING TO HAVE OUT IN THE BATHROOM SPACE.
Additionally, although the dropper bottle structure was an interesting exploration and potentially a differentiator in the competitive space, it would not have been cost effective to swap product structures at the time.
TESTING
Although none of the tests were statistically significant, the comments left allowed me to find patterns and trends in the test group’s decisions. Most helpful was discerning that vulgar word choice or potty humor really turned people off and could be the difference between a customer buying our toilet odor eliminator versus a customer. Trends test groups positively reacted to included the scent cues being visual and prominent and more aesthetic and discreet packaging. Although test group did postively react to the black and orange look and feel, cross-functional team members did not see this as aligned with their brand goals and long-term brand strategy.
FINAL PACKAGING & CREATIVE
LEARNINGS
Since launching the initial creative, the rebrand has gained traction with minimal marketing efforts proving the packaging updates are resonating with Amazon shoppers. Additional improvements are in progress to better compete in the bathroom odor eliminating space including adding imagery of real oranges and cloves earlier on in the listing photos, simplifying copy and overall focusing more on the scent, than toilet paper or bathroom imagery.
