How Domestos rethought toilet blocks with co-creation

Domestos, the Unilever-owned household cleaning brand, developed a new design strategy for its toilet blocks, a typically low-engagement category.

When Domestos, the Unilever-owned household cleaning brand, set out to come up with a range of new designs for toilet blocks, it decided it would look beyond its usual processes in order to “fill our pipeline”, said Karen Sears. The brand needed to come up with “a stream of future-focusing new designs”, she told the IIeX Europe conference (Amsterdam, February 2018), something the existing design agency was struggling to keep up with.

Toilet blocks are a low-engagement category. Consumers buy them for some reassurance that their toilet will stay clean and odour-free on a daily basis in between their occasional...

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