Bath & Body Works Campaign
Traditional Campaign
ADVT 350
Product
The product we chose to promote was Bath and Body Works’ laundry care line. Specifically, their scent boosters.
Problem
The problem this line faces is that there is not enough visibility around the product. People do not care to buy high end when they can get the basic brands at target. People also don't buy laundry detergent very often; this is a product that you buy once and then don't need to resupply for a time. We need to answer what will make consumers go out of their way to buy this product specifically.
Data
According to a 2024 report about home laundry products from Mintel, consumer trends show a demand for scent and efficiency. Consumers want detergents that offer both superior cleaning and sophisticated scents. About 46% of consumers look for scent as a purchase influencer in fabric softeners/boosters and detergents. And 48% of consumers are open to trying new brands of laundry products. This means we can target our competitors consumers and try and draw them in.
