Historically, household cleaning products have not generated much excitement or interest amongst consumers. Brands like P&G’s Flash have been successful, and able to charge a modest premium, by providing superior cleaning power but the category generally lacks differentiation. Cleaners are seen as a necessary evil - needed to maintain hygiene in the home but, regrettably, damaging to the environment. Method founders Adam Lowry and Eric Ryan saw the opportunity for cleaning products consumers would be proud to have on show rather than hide under their sinks. They developed efficacious products that not only look stylish on the draining board but show that you are prepared to spend more to help look after the planet.
The Method brand is highly differentiated from competitors and highly distinctive and it has leveraged this uniqueness to charm employees, retailers and customers.
In this video, Eric Ryan explains how he came up with the idea for the brand and how he and Adam made it a success.