Bleach Henkel Iberia
Bleach Henkel Iberia

Conejo Henkel Iberia

Bleach, a key category in fast moving consumer goods:

  • High relevance for the trade by being a stimulant of volume and traffic in the points of sale
  • Key for the consumer, being present in 8 out of 10 Spanish households, Spain being the European country with the highest per capita bleach expenditure rate.

Henkel, with its large portfolio of cleaning products, is leader in this market with 39% of share thanks to its three brands Neutrex, Estrella and Conejo. As market leader, and with the new concept of ” Total Action “, Henkel continues to bet on the bleach sector by recalling its many benefits and helping to eliminate barriers to consumption.

  • Neutrex offers a radiant whiteness without breakage, even on the toughest stains.
  • Estrella provides maximum cleaning and disinfection on all areas of the home, while eliminating allergens and odours.
  • Conejo, the historical brand of the company, in addition to offering maximum disinfection for any type of area, can be used to disinfect fruits, vegetables and water.

To carry out this launch, Henkel commissioned the agency Little Buddha to develop the onpack communication of the new ” Total Action” concept, which will apply to the three brands.

Seizing this project, Little Buddha has proactively proposed to make a restyle of each of the brands.

Here we detail the restyle of the emblematic brand: CONEJO

The challenge:

  • Create a design that communicates the new concept ” Total Action” consistently and well known on all formats and varieties of 3 brands of bleach (Neutrex, Estrella and Conejo).
  • Take advantage of the project “ACCION TOTAL” to update the design of the emblematic brand CONEJO

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