When Shaklee found out that their flagship home cleaning product, Basic-H, helped plants grow, they developed a product called Basic-H Soil Conditioner, which promptly died in the consumer market.
I studied the scientific research on the product and re-thought the benefit claims, developing an environmental awareness and education concept that consumers could relate to. Instead of improved water infiltration into the ground, Basic-H helped save water. Sales took off, and this approach is still in use today!
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