Together with Clorox, we presented our case about claims development in a 2-day Quirk’s Event in Orange County, California from February 28 to March 1.
During our session, we shared a case study of how Clorox’s Kingsford Charcoal brand team worked with us to develop a new set of claims to achieve specific marketing objectives for the brand.
If you are unable to view the slides on this page, click here to view our slides on SlideShare. You can also download the PDF directly here.
About claims development with Clorox
The process included three stages of research. The first was a claims generation workshop involving the brand team, the research team, and creative consumers. In the workshop, we involved all participants in a hands-on cookout to get in touch with the emotional and physical brand experience.
We also trained them on what makes for a strong product claim that leveraged SKIM’s communications before engaging in an interactive claims development brainstorming and prioritization session.
The resulting claims were then vetted and wordsmith-ed before quantitative testing in stage two. Here, we screened the claims to create a short list which would be used in stage three. In stage three, we then evaluated the top claims in a realistic, shelf set context including the competitive set to estimate market performance.
Subjects covered:
- New techniques – qualitative and quantitative
- Effective vendor/client relationship management
- Customer experience
Insight takeaways:
- Leveraging your vendor’s experience and knowledge of best practices has advantages in claims development as well as in the actual testing process.
- Experiencing the product in a workshop setting helps surface brand connections that can be translated into claims that resonate emotionally.
- Engaging consumers in the claims development process, with guidance, can lead to stronger and more effective claims.