Roto-Rooter Pipe Shield

Serious packaging with consumer appeal.

Roto-Rooter, a widely-known service brand, needed a stylish new package for a preventative maintenance product sold as an add-on by their technicians after service. The product – a pipe maintenance treatment consumes household greases, soaps, fats and detergents while providing a protective coating to pipe interiors to prevent buildup – is commercial-grade, so a serious package was needed. Not only did the new packaging need to be durable enough to withstand travel in the back of plumbing service trucks, the bottle needed an appealing design that would speak to consumers.

The outgoing package was a generic, industrial F-style gallon.

For the new bottle, Studio One Eleven unearthed an opportunity to improve the consumer experience by including a measuring dose cap per the directions to add 2oz of product. In addition, a 45-degree handle helps with pouring accuracy.

The custom-designed “Hero” bottle evokes a flowing superhero cape as well as the visual of moving water – both hallmarks of the brand. The new bottle earned a silver distinction in the NRHA Packaging and Merchandising Awards Program.

While the reimagined design is distinctive from the outgoing container, the new bottle was seamlessly integrated into their existing filling line. Since the new packaging rolled out, the company has reported an uptick in sales of the reformulated product.