Georgia-Pacific is moving into the home cleaning solutions category and has repositioned its Brawny Heavy Duty Wet Cloths as Brawny Giant Multi-Purpose Wet Cloths to make an impact at retail in this space. The former branding was created for the industrial market. The company built a cross-functional team to develop the packaging design including representation from R&D, design, package engineering, consumer research, marketing, and outside consultants. The packaging is a canister, larger than similar products, to make it readily distinguishable to consumers.
The design is intended to appeal not only to women but also to men, who have become more involved in house cleaning. The wet cloths are for indoor and outdoor use.
Product Specifications include: HDPE component for the canister, polypropylene for the lid, and 25% post-consumer regrind.
Regarding the all-around labeling, Kathy Jordan, Georgia-Pacific Home Cleaning Solution’s Senior Manager for Innovation said,
“The film is applied to the canister via a shrink-sleeving process. The shrink-sleeve labeling process gave us the ability to visually brand and wrap the graphics 360 degrees around the entire package. Without some of the limitations of conventional labels, shrink-sleeve labels allow for greater impact and creativity in presenting our brand’s identity at shelf.”