Scotch-Brite High Performance Cloth
Wiping the Floor with Strategy
EXECUTIVE SUMMARY
This paper presents a story from a category that seems at odds with the glamour of award ceremonies!
It charts the journey of Scotch-Brite (from 3M) leveraging itself from its traditional ground of the kitchen sink and into dominating the fastest growing category in household cleaning.
In so doing it produces a number of interesting metrics.
It starts by outshining a number of competitors with a similar offer and a market leader with a spend 61% greater than 3M.
It clearly does this by stealing share from an entrenched...