Household Chemical

Stanley 100 Laundry Detergent

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Stanley 100 Laundry Detergent

‘Milk jug’ package helps revive Fuller Brush brand.

Best known for its original door-to-door sales force, Fuller Brush had already expanded into catalog distribution and a handful of online and retail channels. But it needed a makeover to penetrate mass market chains as well as appeal to younger consumers.

As part of that strategy, new owners Victory Park Capital decided to replace separate 130 oz liquid and 10 lb powdered laundry detergents with a single reformulated liquid product that would fit in a smaller container for easier merchandising as well as easier handling. Then they took a step they knew could make or break the initiative: creating a custom package for this new Stanley 100 detergent, which was branded Stanley 100.

The result, designed by Studio One Eleven, is a custom 50 oz HDPE 25% post-consumer resin bottle that helped get the company's foot in the door with top brick-and-mortar retailers and set the stage for a major new market presence.

The package contains enough detergent for 100 loads of laundry and features:

  • A milk-jug-inspired transparent bottle that pays homage to the company's long history in the marketplace
  • A novel ergonomic handle that makes it easy to pour with one hand
  • A stock 43 mm drain-back closure system that prevents leaking during shipment
  • A 0.5 oz dosing cap that measures one load – no measurement lines are required inside the cap
  • Environmentally friendly packaging made from 25% recycled materials

The new package helped the company secure an exclusive online placement at QVC under the Fuller 100 brand, a new HSN placement under the Stanley 100 brand, and first-ever meetings with top retailers. The light weight, small footprint, and unique look of the bottle all are contributing to the product's success along with the concentrated formula that provides one-third more laundry loads than competitive detergents packaged in bottles that are twice the size.

The package is part of a broader campaign that includes the introduction of other new products and a series of fun YouTube webisodes. Fuller Brush is staging a comeback. Today, a new generation of consumers is being exposed to the brand, and creative packaging is playing a major role.