We worked with Ajax to develop a new proposition in Europe to appeal to the Millennial consumer, plant-based wipes. The design needed to lean into design codes that were appealing for this younger generation while striking the perfect balance of sustainable yet efficacious. Ethnographies in Swedish and French markets helped hone in on the preferred design. The finished product is highly appealing to new consumers and helps grow trial for the brand.

“The final outcome was gorgeous with the right balance of efficacy, sustainability & great fresh looking design. Consumers liked this range from the start. Ajax wipes sales in Europe doubled within just 2 years.” Brand Manager, Colgate-Palmolive Europe.