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Wiping away the competition with a bold new strategy

AJAX challenge v1.png

the challenge

Colgate wanted a new strategy for redefining their spray portfolio. In the cleaning category sprays are the answer for “quick & efficient” solutions. Consumers expect to be able to shop the category with clear benefit claims and destination/usage imagery. 

The old AJAX portfolio was confusing to shop, with unclear decoding of the benefits, overlapping benefit usages, and appeared too masculine. The strong colors and efficacy graphics suggest strong fragrance and an active cleaning experience, which was contrary to what the user desires. 


the solution

JAM saw an opportunity to establish a unifying design that would create excitement and interest.

The evolved AJAX logo is distinctive and achieves the fresh look that the old logo was lacking. The active swoosh graphic, modern typography , bold illustrations and  clear hierarchy define the new brand look as distinctive, modern and fresh. Ultimately JAM extended the new design language across the entire AJAX portfolio for a cohesive family line of products.

AJAX Sprays Mulitsurface

the results

• Winner of the ORGANIC GROWTH AWARD for increased market share.

Volume growth increased market share by 18%.

AJAX Sprays Bathroom
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