Clorox

We partnered with Clorox to develop robust innovation platforms that now serve as the strategic foundation for innovation that will not just adapt to new consumer needs, but help shape consumer sanitization behaviors in a post-COVID-19 world.

Capabilities

Consumer Insights
Platform Development
Ideation
Concept Development

Challenge

In the middle of the COVID-19 pandemic, Clorox approached us to think about the future of sanitization, and ideate how innovation could address new disinfecting needs across emerging disinfecting moments and locations. We were asked to consider how new and lasting consumer habits could be built by expanding beyond traditional formats and currently-defined categories.

Action Taken

DuPuis started by developing a simulated “new normal” consumer framework to imagine how different consumer mindsets could lead to post-COVID-19 sanitization behaviors. We looked at three consumer segments: “fear forward,” “stabilizers” and “supreme optimists.”

We then collaborated with the Clorox team, including insights, product development and design to lay out new sanitization innovation platforms against the consumer mindsets. We considered new technologies that could be available to us as well as 10 types of innovation to capture the broadening opportunities for sanitization.

The innovation platforms led to a breadth of new sanitization concepts that were both short-term and long-term.