Case Study: Product & Service Innovation

Spreading germ killer

CS Germ killer

Helping a household goods manufacturer leverage the strength of germ killer.

The issue

A household goods manufacturer wanted to move their existing germ killer beyond the kitchen into the bathroom in US markets. They needed insight to understand how far they could credibly stretch the brand in such a different environment.

What we did

We worked with the client to understand how their brand could enter the bathroom and other domains around the home. We used co-creation workshops to unpick the current perceptions of the brand within its existing category and then map these needs and perceptions across new potential domains, such as bathroom and kitchen surfaces. Working collaboratively with consumers and creative teams, we were able to generate some exciting new concepts at speed.


This work helped us create a roadmap for the brand to move into each domain sequentially, leveraging existing equity with a decreasing focus on efficacy. Once re-established in the kitchen, the brand could build germ-kill equity to create permission to move into the bathroom.

Rapidly develop new ideas for your product or service

Hall & Partners help you understand your target audience, identify market opportunities, and reduce the risk of product launch failure. We use innovative technology and a customer-centric approach to create products and services that address real consumer pain points.

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