Client Name
The Challenge
Key Insights
My Role
Strategy
Clorox- Natural Vitality
Bringing new users to the brand and encouraging trial.
Leveraging existing storytelling assets to create a narrative around the brand as a leader in its category.
Stress in all stages of life stems from a lack of time and control.*
While behavior is disparate, beliefs relating to the behaviors were constant.*
**(These insights are context specific)
Project Manager
Creating moments to reclaim control
During spring 2020, I got to be part of the Great Lakes Challenge. For 8 weeks, I worked on Clorox’s Natural Vitality brand as the project manager. Working on CLAM was a unique experience. CALM is in a relatively niche category (stress and sleep relief) and is the leading brand. While our primary goal was to initiate brand trial, we also had to think about expanding the category.
My role as a project manager was to coordinate a team of 10 to create great work. My role often extended as a facilitator during strategy and research sessions to help drive the conversation and brainstorming. I Initiated, developed, and revised schedules which kept us on track and allowed plenty of time for different iterations.
Working on a consumer goods company was an interesting challenge. There were various product considerations I learnt about while working on CLAM; the different creative expectations with respect to the product as well as the contextual experience the product should deliver, etc.
This project is NDA protected. If you'd like to see our final pitch please send me an email at yashgangal@gmail.com and I can walk you through it.