SWASH LAUNDRY DETERGENT
by Whirlpool
Brand Positioning, Ecommerce Launch Assets, Amazon Store & Brand Videos
Clean. Modern. Disruption.
The Mindset: Beyond the Process
"Soap is soap is soap." That simple truth encapsulated the inertia I observed in the legacy category during my time working on major brands like Tide. Approaching the challenge consumer-first, I saw an opportunity to utilize the product itself as the mechanism for change, enabling a launch that was entirely disruptive and beyond the traditional creative process.
The Execution: Mechanics of Change
I architected the launch and creative strategy for SWASH Laundry Detergent, focusing on addressing deep-seated consumer friction points around outdated bulk packaging, waste, and a lack of innovation. We redesigned the product with a modern aesthetic, a concentrated formula, and a pre-measured pour cap—turning product design into a core market differentiator.
As a Player-Coach, I led the development of an e-commerce-only soft-distribution model. We leveraged bespoke, innovative assets, including energetic product videos, original photography for a DM campaign, and a custom Amazon storefront, ensuring the digital presence reflected the product's high-value proposition.
The Impact
The consumer-first strategy proved immediately viable. SWASH exceeded all sales and digital engagement goals during the soft launch. The digital execution was so effective that Amazon now utilizes the SWASH website as a formal case study for innovative, best-in-class store design, earning 23% higher engagement than similar storefronts.
Amazon Store Design
Creative Lead for Swash Laundry Detergent’s digital debut. Conceived and successfully sold a high-risk, platform-challenging Amazon storefront experience that surprised users and excited sales. This template-breaking dynamic sequence delivered a striking, immersive introduction that set the definitive tone for the brand’s digital launch and drove 23% greater engagement than benchmarked storefronts.
