Scotch-Brite High Performance Cloth: Wiping the Floor with Strategy

Phil Hayden

This case charts how Scotch-Brite (from 3M) leveraged itself from its traditional ground of the kitchen sink and into dominating the fastest growing category in household cleaning.

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands