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Mr Sheen Cleaning Products
The polishes category was becoming irrelevant to most consumers who have less real wood and more modern surfaces in their homes… The ‘real wood’ consumer is getting old! To combat this trend Mr Sheen needed to undertake a real step change innovation.
Consumers thought the Mr Sheen brand had not kept up with the times and the packaging message had become very cluttered and confusing.
However, Mr Sheen is still the brand leader with tremendous heritage and affection from consumers – responsibility was required.
Project Scope
Product repositioning, brand identity refresh, pack redesign, NPD and naming
Main Questions
- What should the Mr Sheen brand be an expert in?
- What was required to reposition ‘polish’ for the 21st century?
- How far could the Mr Sheen brand move?
