Simply Washing

P24_Andrew_GlenProduct: Simply Washing

People behind it:
Name: Gerry Hinton and Andrew Glen (pictured)

Gerry Hinton worked for Procter & Gamble for more than a decade before coming up with the idea for washing powder in a soluble “tea bag”, which he launched seven years ago. But the original Aquados UK went into administration, forcing Hinton to find new backers, buy back the rights and relaunch. In 2006, Andrew Glen, who as commercial director at Tetley had overseen the launch of round tea bags, joined Aquados as sales and marketing director and oversaw the development of a completely new brand, Simply Washing.

P24_Eco_SmartHow innovative?
The Simply Washing proposition is effective eco-friendly clothes and dish washing products at about the same price as conventional rivals. It is the first UK laundry brand to be awarded the EU Eco-label licence by Defra; it uses 100% post-consumer waste for its packaging; and the company says that using individually packaged doses of powder that dissolve instantly on contact with water means 50% less powder is needed than big-box offerings and 36% less than conventional tablets.

Market success
Comprising three laundry products (the biological Simply Active, non-bio Simply Sensitive and hypoallergenic Simply Pure) and two Simply Dishwash fragrances (regular and citrus), the Simply range has achieved significant retail take-up. Launched in February 2007, it is listed by seven major multiples and a host of independents and it is predicted that sales will reach more than 25 million washes by the end of 2008.

How it fits
Most of the recent innovation in washing has been in how products are delivered. Although Simply has a patented delivery technology of its own, the real selling point is the pricing: eco friendliness at a conventional price. Hinton has stuck with the core brand idea, and has had the sense to bring in Andrew Glen, a marketer with a consumer brand background. The market – and the consumer – finally seems to be catching up with Hinton’s original vision.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here