Shout: A New Generation of Stains
To stay relevant in an ever-changing market of do-it-all laundry detergents, Shout wanted to make sure that their product which specifically removed stains stayed in shopper's cart. Therefore, in partnership with a larger design team, we helped brings their shopper campaign targeting "a new generation of stains" to life. By using a modern watercolor look to represent specific stains such as grass, red wine and condiments, we were able to create a bold look for the brand's in-store displays and merchandisers.
To highlight the innovative power of Shout, we used techniques at shelf that mimic the disappearance of stains. A thermochromatic panel on the floor displays instructs shoppers to rub to see stains disappear as the heat from their hands reacts to the ink. Also we developed lenticular shelf blades that would transform from being covered in stains to being clean with their stain guarantee. Cross-merchandising with stain-prone products was also heavily utilized as a key driver for this campaign.
ROLE: Art Direction, Design