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 habit, lacking a true connection with the brand being purchased. This became more evident at the economy took a turn and more consumers opted for private label offerings. The result have been both sales and volume declines for the Hefty brand.