Re-invigoration of a brand in a stale category - Hefty

The Waste Bag category is an established, generally undifferentiated category with low consumer involvement and interest.

Re-invigoration of a brand in a stale category – Hefty

The Waste Bag category is an established, generally undifferentiated category with low consumer involvement and interest.

  • There is felt to be a lack of differentiation between brand offerings. Consumers often make their decision based on price (amongst a list of acceptable options).

  • Research indicated that consumers were not satisfied with the odor control waste bags currently on the market. Consumers wanted to reduce or eliminate kitchen/trash odors, without having to add a different (unwanted) masking scents.

While some consumers were loyal to their brand, many were buying on...

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