PACKAGING RESTAGE | RECKITT BENCKISER
Resolve is well known for carpet cleaning, but not laundry stain removal. To address this, RB asked LAM to develop packaging to restage the laundry line under the new sub-brand name Resolve Gold. Our solution is both disruptive and meaningful. By introducing the new “Gold” name and metallic gold printing, the line pops at shelf and supports its premium positioning. Product meaning is now conveyed through the use of a “30 Seconds Action” icon, and a combination of the “1st Time” claim with a powerful shirt visual that “screams” cleaning efficacy.