Carbona is an international brand whose legacy was built on their unequaled prowess for stain removal. It was time to build an indelible emotional connection to the brand in the US marketplace.
Carbona Gets Happy.
We helped Carbona tap into their “why” by looking at why consumers remove stains. Stains don’t affect function. Rather, their removal is about feelings: stains make us feel bad, removing them makes us feel happy. There was our emotional connection! We captured this insight with the tagline “Life Unstained.”
The “Life Unstained” platform has informed the brand’s marketing and PR efforts, including a national survey that uncovered that cleaning can, indeed, make people happier! That’s tremendous validation – as is the sales growth that has exceeded the brand’s aggressive goals.