Industry / Company

CPG Household Care

Value Reframing Rocks The Roll.

Household Care - Value Reframing Drives #1 Category Growth & 30% to 40% Higher ROI

CHALLENGE

  • Brand leads in volume share with its superior value positioning
  • Performance was slowing due to rising competition from private labels and premium brands offering layered benefits
  • Team sought fresh ways to tell value story and stand out in a crowded category

SOLUTION

  • LPA drew on decades of Value Reframing expertise—blending proven principles with fresh insights, cultural trends, and modern communication to generate new Big Ideas
  • LPA facilitated a creative sprint using design thinking and innovative tools to spark divergent concepts and collaborative refinement
  • Post-workshop, LPA’s creative strategists crafted Big Idea platforms, including breakthrough benefit visualizations

RESULTS

  • Client selected top Big Ideas for quantitative testing; winning concept was briefed to the agency and translated into high-performing creative
  • The concept was praised as disruptive with benefit-driven visualization
  • The new campaign delivered a 30– 40% higher ROI across social channels compared to prior work
  • Brand achieved fastest growth in the category, especially notable during economic downturns when consumers often default to private label
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