HOUSEHOLD 家用清洁 洗衣凝珠
MANDU
蔓珠
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品类机会 CATEGORY OPPORTUNITY
家清品类中的轻奢品牌
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品牌心智 BRAND MENTALITY
把琐碎日常 过成美好生活
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品牌印象 BRAND IMAGE
充满仪式感的家饰元素
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品牌沟通 BRAND COMMUNICATION
发现生活的蔓妙之美
蔓珠，是一个家庭清洁品类中的轻奢品牌，主打澳洲天然香氛精油洗衣凝珠。
我们发现了洗衣凝珠这个品类中潜藏的一个认知落差：该品类在欧美发达市场已被消费者广泛接受，成为洗衣房里的常备产品。但在中国它还是一个有待普及的全新产品形态，更高的售价一定程度上成为普通人的消费障碍，但同时直接套用国外廉价塑料外盒的包装形态又未能有效激发有更强支付能力的中国消费者的认同。因此，为凝珠品类找到一个恰当的并且适用于中国市场的产品形态成为了非常明确的创意目标。
在这里我们用洗衣品类中消费者熟悉的气味联想画面——“彩色云雾”建立已知品类心智的链接，暗示了产品的快速溶解性和芬芳特质。
同时将外包装做了适度的价值感提升，选用了直径尺寸与洗衣凝珠尺寸接近的纸筒作为外包装，这种方式为产品赢得了更大的印刷展示面积，也关联了天然安全的产品利益点。
在这个案例中，我们为乐于尝试升级使用体验的年轻新中产消费者提供了全新的产品形态答案，消解了该品类在中国市场的消费心智落差。
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MANDU is a light luxury brand of home cleaning category, specializing in Australian natural fragrance essential oil laundry beads.
We realize there's a cognitive gap in the category of laundry beads. This product has been widely accepted by consumers in Enveloped markets in Europe and America, becoming the necessity in laundry room. To some extent, higher prices in China have become a barrier to ordinary people's consumption, and at the same time, direct application of cheap plastic cartons as packing like used abroad has not effectively stimulated the recognition of Chinese consumers who have a stronger ability to pay. Thus, to find an appropriate product form but also suitable for Chinese market has become the obvious innovation goal.
Here, we adopt a scent associative picture- “color mist” familiar to consumers in the laundry category to build mental links to well- known categories, implying the rapid solubility and fragrance nature.
Meanwhile, we improve the value through outer packing, choosing a paper tube with a diameter nearly the same as laundry bead size as outer packing. This way wins bigger printing and presentation area for the product, associated with product benefit points of nature and safety.
In this case, we provide a new product form solution for the young middle- class consumers who are glad to try to upgrade experience, understanding the consumption mental gap of this product in China’s market.
