Laura Wilkens
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Shout | A New Generation of Stains

To stay relevant in an ever-changing market of do-it-all laundry detergents, Shout wanted to make sure that their product which specifically removed stains stayed in shopper's cart. Therefore, in partnership with a larger design team, we helped brings their shopper campaign targeting "a new generation of stains" to life. By using a modern watercolor look to represent specific stains such as grass, red wine and condiments, we were able to create a bold look for the brand's in-store displays and merchandisers.

To highlight the innovative power of Shout, we used techniques at shelf that mimic the disappearance of stains. A thermochromatic panel on the floor displays instructs shoppers to rub to see stains disappear as the heat from their hands reacts to the ink. Also we developed lenticular shelf blades that would transform from being covered in stains to being clean with their stain guarantee. Cross-merchandising with stain-prone products was also heavily utilized as a key driver for this campaign.

Shout: A New Generation of Stains

ROLES: Art Direction, Graphic Design / COPYWRITER: Erin Heraty / REGION: United States

 

The Problem:
Shout, an outdated stain remover, struggled to compete as laundry detergents evolved with liquid and pod innovations.

The Insight:
Despite advancements in detergent formulas, everyday stubborn stains like grass, red wine, and condiments remained difficult to remove.

The Solution:
In collaboration with Ogilvy Chicago, we repositioned Shout as the go-to solution for "a new generation of stains" through engaging, witty messaging and playful, watercolor designs representing the most relatable stains on in-store displays and merchandisers.

The Execution:
Utilizing innovative printing techniques, such as thermochromatic panels and lenticular shelf blades, we demonstrated Shout's stain removal power in real-time. Cross-merchandising in stain-prone product aisles further engaged shoppers, encouraging proactive stain prevention and reestablishing Shout's relevance in the market.

 
 
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