Bringing a heritage brand back to its original shine

The Challenge

Though once considered a miracle product, Scott’s was losing market share to new players, and with design trends antiquating the brand, it was time for a makeover.

The Outcome

A beautiful new logo and packaging design, an arsenal of category-leading messaging, a comprehensive activation and media plan, along with an artful and industry-disrupting television commercial.

During consumer research, we uncovered an insight that set wood apart from other surfaces in the home – once living and never cold, wood always welcomes the human touch, building memories and a sense of fondness other materials don’t. Knowing this, BrandJuice worked to reinvigorate consumer desire for wood and therefore, Scott’s Liquid Gold. Through a complete redesign of their logo and product packaging design, an integrated marketing plan and the “For Wood” advertising campaign across commercial, digital and social media channels, consumers were reminded of the true beauty of wood—far beyond floors, coffee tables and antiques—that surrounds their lives.

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