123 is one of PQP’s mass consumption brands, along with Ultrex and PQP Professional. It started as a brand of laundry detergents, but with the strategic redefinition of the business units, channels and brand portfolio, it became the brand of surface cleaning and disinfection solutions. A line of products of the best quality and at the best price for home cleaning, with different presentations according to the needs of each family.
How to turn the 123 into a true alternative for home care and cleaning?
We understood that today’s homes in Colombia are anything but traditional: multi-species families, shared roles, and people who spend most of their time working outside. This makes practicality, performance and versatility the most relevant factors for which these products are chosen at the point of purchase.
Based on these premises, PQP developed a complete family of products for each space in the home, with excellent value for money, with Odortec® as a main attribute to offer long-lasting cleanliness and fragrance.
Our contribution to the strategy and positioning of 123 focused on the redesign of its visual identity, the redesign of packaging, and the communication strategy to launch the brand.