Scott Shop Towels
Structuring a Product Line to Win in Automotive Retail
Brand Strategy, Brand Identity, Package Design, Merchandising
Challenge
Great Stuff, the leading brand in polyurethane sealants, faced aggressive competition in the DIY market. It’s outdated packaging emphasized brand identity but failed to highlight key product benefits.
Solution
LW created a communication strategy to establish that Great Stuff is the top choice for superior project performance. Clearly differentiated eight project-specific formulations, making it easier for DIYers to find the right product. The logo was rotated for stronger brand recognition and to maximize space. The packaging highlighted the new “No Drip Tip,” addressing a key consumer concern. Eye-catching display structures and graphics were designed to create a strong impact at the point of sale.
Scott Shop Towels faced increasing competition as the brand expanded its product line. With a broad portfolio targeting both DIYers and professionals, the challenge was to clearly define product roles and communicate application-specific benefits within the competitive automotive retail channel.
LW built the updated product line around the strength of the existing category-leading Scott Shop Towels packaging, creating a cohesive yet clearly segmented system.
LW built the updated product line around the strength of the existing category-leading Scott Shop Towels packaging, creating a cohesive yet clearly segmented system.
Clear product descriptors and a structured communication hierarchy reinforced differentiation, while the iconic “Scott” character was leveraged to visually demonstrate each product in use—creating immediate understanding and stronger shelf impact.
