by: David Wigder
Method is taking eco-friendly cleaning solutions mainstream by providing products with appeal that transcends key segments: the socially-conscious, the urban chic and, very importantly, soccer moms. Giants such as P&G are taking notice. Here are some of the reasons why.
Product: Method is innovating in a category in which innovation has been virtually absent: Lifestyle products (naturally-derived, biodegradable ingredients) with natural fragrances and stylistic bottles designed by Karim Rashid that “fit the décor of the home.”
Marketing: Irreverent, hip and inclusive, “People Against Dirty” campaign drives engagement with a brand and a “movement.” Sample the product with a free starter kit. Sign up online for e-newletter and get access to exclusive online offers. Join us as a Method “Advocate” and help spread the word.
Distribution: Shift from niche to black box retailers such as Costco, Target and Wal-Mart, drug and grocery chains and even high-end retailers such as the Conran Shop. This will expose millions more to Method products and continue to drive annual sales beyond the $32MM today.
Original Post: http://marketinggreen.wordpress.com/2006/05/25/a-method-to-the-masses/
