loc_pdf_brandguide

L.O.C. Brand Guide

The World’s Most Multi-Purpose Cleaning Brand

™

When we speak of our brands, we are speaking of our future.

Understanding the power of branding goes beyond marketing, beyond

advertising, beyond colours, typefaces, and logos. Brands are precious

commodities, and it’s our responsibility to manage them. When people

relate to a brand, they set it apart from similar products. People choose

one brand over another because they’ve formed a relationship and an

expectation with it. A trusted brand evokes emotions and responses that

no other product or name can duplicate.

What you may not realize is that corporations or departments don’t define

a brand. Our customers do that for us. All we can do is act as guardians for

these brands on their behalf. You are the guardian of an extremely valuable

relationship. You are entrusted with one of the most valuable assets we own

today – our brands. This is your guide to understanding that responsibility.

Thank you.

Doug DeVos, President

For more information on branding, please go to the Brand Support section and turn to

A Primer on Branding starting on page 136 .

What this guide means to you.

1

About This Brand Guide The L.O.C.™ Brand Guide utilizes product-related colours in both the layout and photography. Specific

locations, props and wardrobe were selected to reflect the colours associated with L.O.C. Plus Glass Cleaner,

L.O.C. Plus Kitchen Cleaner and L.O.C. Plus Bathroom Cleaner.

A traditional location was chosen to represent both the L.O.C. Brand and L.O.C. Multi-Purpose Cleaner

photography. Subtle white and off-white props reflect the clear product colour. Touches of dark blue are

incorporated into the wardrobe and props to reflect the dark blue of the L.O.C. brand logo.

We have continued this colour theme throughout the L.O.C. Brand Guide to exemplify how to emphasize colour

reinforcement to your IBOs. The various sections are separated by and associated with specific product colours.

You will see four different sections, each with a key colour and specific product photography. For instance, the

section titled “Understanding the Brand” is done in the light blue colour associated with L.O.C. Plus Glass

Cleaner. The accent photography in that section is from the Glass Cleaner location photography series. The

section titled “Portraying the Brand” is in the pink Bathroom Cleaner colour, with accent photography

from the bathroom series, and so on.

As you look through the Brand Guide, notice how colour is used, how the photography is cropped, and how

it is placed on the pages. This concept should be used for all of your L.O.C. Brand, L.O.C. Multi-Purpose

Cleaner, and L.O.C. Plus communications materials.

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ContentsThe following document is the result of global research and internationally recognized brand development

procedures. Each aspect of this Brand Guide has been aligned with our Top Five markets for input and

approval. It represents our long-term commitment to the development and growth of our global brands.

This Brand Guide was produced by the Brand Communications Group of Global Sales and Marketing.

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How can Brandnet help?The Brandnet online asset system lets you download

communications materials whenever you need them.

Every image in this Brand Guide is available on Brandnet,

along with logos, approved copy, ad templates, and other

resources. Brandnet can help enhance the appearance,

appeal and effectiveness of every L.O.C.™ Brand

communication you create. And we’re continually

expanding and upgrading the site to make it even

more valuable to you.

Legal Considerations

Alticor Inc. is the legal owner of trademark registrations covering the L.O.C. Brand and our various product brands. Preserving Alticor trademarks for the future requires that we use them with care, as improper use of a trademark can destroy it. As the trademark owner, Alticor has invested millions of dollars building and maintaining its valuable brands and has a paramount interest in enhancing the value of the brands through proper trademark use and enforcement.

In addition, review procedures have been set up to make certain each and every piece of written material seen by our Independent Business Owners (IBOs) or the public has been reviewed for legal, regulatory, and brand compliance. In particular, product claims permitted may vary between markets. You are responsible not only for following the rules set out in this guide, but also for ensuring that the materials you create have been reviewed by the appropriate corporate and affiliate personnel according to the pre-established corporate procedures.

Understanding the L.O.C.™ Brand .. 6

Our Brand................................ 7

Our Position.............................. 8

Our Customers ........................ 11

Our Message ......................... 18

Creative Expression.................. 20

Brand Gallery ...................... 20

Brand Elements........................ 22

Brand Values ........................ 22

Brand Vision......................... 23

Brand Strategy...................... 24

Brand Promise ...................... 25

Brand Persona...................... 27

Portraying the L.O.C. Brand.......... 28

Brand Styling .......................... 29

Images Used in this Brand Guide 30

Photo Possibilities ..................... 32

Photo Gallery.......................... 34

Brand Identity.......................... 36

General Art/Design Elements..... 40

Creative Direction .................... 42

Creative Samples .................... 44

Examples of Other Materials ...... 52

Staying on Brand/

Brand Taboos ......................... 54

Creating Your Own Materials..... 55

General Guidelines.................. 56

The L.O.C. Brand Guide

on Brandnet............................ 57

Creative Guidelines

Frequently Asked Questions ....... 58

Product Guide............................... 60

L.O.C.Multi-Purpose Cleaner .... 63

L.O.C. Plus Bathroom Cleaner .. 68

L.O.C. Plus Daily

Shower Cleaner..................... 78

L.O.C. Plus Kitchen Cleaner ..... 83

L.O.C. Plus Glass Cleaner ....... 89

L.O.C. Plus Aerosol

Glass Cleaner/SEE SPRAY™.... 93

L.O.C. Plus

Soft Cleanser/SCRUB BRITE™.. 97

L.O.C. Plus Metal Cleaner ..... 103

L.O.C. Towelettes/Mini-Wipes107

L.O.C. Plus Wipes ............... 109

Brand Support ........................... 114

L.O.C.™ Brand History........... 115

Graphic Time Line............115-120

Science Behind the Brand ....... 122

L.O.C. Brand

Patent Information................ 127

Global Research

and Development................ 128

The Future of L.O.C.and

L.O.C. Plus Products ............... 131

Fun Facts.............................. 132

Frequently Asked Questions ..... 133

A Primer on Branding ............. 136

Understandingthe L.O.C.™ Brand

76

Our Brand................................7

Our Position..............................8

Our Customers........................11

Our Message..........................18

Creative Expression .................20

Brand Gallery ......................20

Brand Elements .......................22

Brand Values........................22

Brand Vision ........................23

Brand Strategy .....................24

Brand Promise ......................25

Brand Persona......................27

Our BrandTo our customers the L.O.C.™ Brand represents a heritage of trust,

confidence, and performance. L.O.C. and L.O.C. Plus Products are

known for their exceptional cleaning power, beginning with the first

multi-purpose cleaner introduced by the company and continuing today

with a wide range of products for specific jobs throughout the house.

The

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Our Position Used for internal purposes, a positioning statement contains the fundamental message points of the brand.

It is used to more fully inform staff and agencies what the L.O.C.™ Brand stands for.

Effective, efficient, a good value, multi-purpose, and comprehensive – the essence of the L.O.C. Brand

is expressed in our brand positioning statement:

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mostThe L.O.C.™ Brand offers a wide range of cleaning products for specific (and challenging) jobs throughout the house.

effectiveYou can count on L.O.C. and L.O.C. Plus product performance to save you time and effort.

resultsYou can trust the exceptional cleaning power of L.O.C. and L.O.C. Plus Products wherever you need them because each formula was created to meet different challenges throughout your house.

every timeUsing L.O.C. and L.O.C. Plus Products brings peace of mind because you can always depend on them to work on the toughest cleaning jobs. You will rarely have to clean twice with L.O.C. and L.O.C. Plus products because they provide outstanding results the first time.

For the value-conscious consumer, the L.O.C.

Brand is the world’s most multi-purpose and

trusted brand of household cleaners that

effectively cleans all washable surfaces,

delivering results every time.

Our Customers The L.O.C.™ Brand customer is typically female, married, and a mother.

As a busy homemaker, possibly with an outside job, she doesn’t have

a lot of time to spend cleaning her house. She wants products she can

trust, products that will deliver results on even the toughest cleaning jobs

throughout her house.

In talking about the L.O.C. Brand, our customer might say:

“I have been using L.O.C. Multi-Purpose Cleaner for years, and I know

I can trust it to deliver outstanding results. Now there is a whole line-up

of products that I can use throughout the house, including the kitchen,

bathroom, and shower! ”

”I don’t like to spend my precious free time cleaning, and with L.O.C.

and L.O.C. Plus products, I don’t have to. They do the hard work for me,

effectively and efficiently. After using L.O.C. and L.O.C. Plus products, I

can feel the freshness when I walk into each room. And even though their

cleaning power is tough, I don’t have to worry about them harming my

surfaces because they are formulated specifically for each room. And a

little bit goes a long way, too, so the products are a real value.”

”I always introduce L.O.C. Multi-Purpose Cleaner to our new prospects

right away because I know once they see how it performs, they will trust

us as partners. L.O.C. and L.O.C. Plus products have certainly earned my

trust. I’m very proud of the L.O.C. Brand. In fact, I don’t know what I’d do

without these great cleaning products!”

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L.O.C.™ BRAND CUSTOMER CHARACTERISTICSDEMOGRAPHICSThe typical L.O.C. Brand customer is:

Female, age 25–50

Married

Urban

Educated

Of an elevated economic status

PSYCHOGRAPICSThis is how a typical L.O.C. Brand target customer would describe herself:

“I care about my home and want to keep it looking nice and clean.”

“I care about my family and enjoy making them happy.”

“I like to be an informed consumer.”

“I’m busy and I appreciate convenience.”

“I don’t mind spending more on quality products – they’re worth it.”

What are the needs and aspirations of a typical L.O.C. Brand customer? To be loved and appreciated by her family.

To be worry-free.

To feel confident and secure about the choices she makes.

VALUES AND ATTITUDESWhat does a typical L.O.C. Brand customer believe about herself?

She believes cleanliness in a home is important.

She believes in being proactive.

She believes in taking care of her family.

She has confidence in decision-making abilities.

She’s open to new information and likes being informed.

She knows she’s smart.

She contributes to the family business.

Why Consumers Choose L.O.C.™ and L.O.C. Plus productsThe L.O.C. Brand is the cornerstone of the Amway/Quixtar Home

Care line and best demonstrates our commitment to products that

deliver the highest level of convenience, quality, versatility and

value. Many products, such as L.O.C. Multi-Purpose Cleaner, are

highly concentrated, meaning a single purchase lasts longer. On

a cost-per-use basis, these products are priced very competitively.

In addition, each product carries its own specific formula, features,

and benefits to guarantee performance on cleaning jobs all around

the house, from kitchens to bathrooms. These products work hard

so customers don’t have to. As a result, L.O.C. and L.O.C. Plus

Products deliver a clean home the first time, every

time. That’s what customers want, and that’s

what they get with this trusted brand that has

been a proven performer since 1959.

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Consumer Trends/Global

Women are more active than ever in the work force globally and find themselves increasingly time-crunched.

They look for products and services that will save time and make their lives easier.

Consumers are more knowledgeable with expectations related to price, quality and innovation. Products

must deliver what they promise in regard to performance the first time, at a good price.

Households are shrinking globally, forcing abandonment of “one size fits all” mentality and acknowledging

market needs by downsizing products.

In addition to multi-surface cleaners, there has been an emergence of task specific cleaners specifically

targeting the bathroom and kitchen, which are global “problem areas.”

Product Trends/Global

Multipurpose cleaners will continue to satisfy daily requirements, while specialized products are likely

to be reserved for weekly cleaning.

Simplicity is driving product innovation, with new introductions that include single-use tablets and ergonomic

trigger dispenser bottles.

“Germaphobia” continues to grow, resulting in an increased emphasis on anti-bacterial claims.

An increasing awareness of environmental issues continues to impact consumer product choices,

but customers will not pay more or compromise cleaning performance for environmentally-friendly products.

Bathroom task specific cleaning products are the biggest product growth category within household

cleaners globally.

TARGET CUSTOMER BEHAVIOR

Current Buying Behavior

Our target customer purchases household cleaning products that deliver fast, effective cleaning results with

minimal effort and time spent.

She is very knowledgeable and demanding based on expectations associated with price, performance,

and quality. The product must work or she will not re-purchase.

She lacks brand loyalty. The price can drive final purchase decisions if the product promises

the performance or convenience desired.

She primarily purchases cleaning products at retail outlets, including grocery stores.

She acknowledges the need for task-specific cleaners to provide more aggressive cleaning power

for certain areas of the home.

FUTURE BELIEFS/ACTIONS

We must convince customers that the L.O.C.™ Plus line provides task-specific products specially formulated

for key areas in the house – like the kitchen and bathroom – and can be trusted to provide the same level of

dependability and quality consumers are accustomed to receiving from L.O.C. Multi-Purpose Cleaner – the

brand namesake to these outstanding products.

L.O.C. Plus is a team of task specific household cleaners, NOT a combination of L.O.C. Multi-Purpose

Cleaner and added ingredients.

L.O.C. Plus is a range of cleaners which have unique formulations designed to tackle individual room

cleaning needs.

The L.O.C. Brand offers the entire range of products to satisfy the needs of household cleaning – customers

will not have to shop retail outlets anymore.

‘‘If I can depend on the new L.O.C. Plus products to work and provide the same outstanding, dependable

cleaning results as my existing L.O.C. Multi-Purpose Cleaner, I’ll become a loyal customer.’’

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Between 1990 and 2005, enough L.O.C.™ Multi-Purpose Cleaner* was sold to

provide over 2 litres of cleaning solution for every person alive on the earth today!

*Refers to Multi-Purpose Cleaner, Regular, High Suds, and Superconcentrate only

Relevant Global Household Cleaning Trends/Insights

Convenience

Consumers are more willing (economic circumstances permitting) to purchase premium-priced cleaning

products which offer greater ease of use.

Consumers are substituting certain products (e.g., surface cleaners and toilet cleaners have taken sales

from chlorine bleach).

Consumers are willing to pay more for task-specific cleaners.

Health

Consumers in many developed markets have become increasingly health conscious. They are realizing

there is a connection between having a clean home and a healthy home.

Government campaigns stress in-home food safety.

There are growing concerns over the general safety of foods.

Antibacterial cleaners sales have soared for surface cleaning.

Products that traditionally have antibacterial properties (e.g., chlorine bleach) have been re-labeled

with antibacterial taglines.

GLOBAL FORECASTIt is forecast that in the future, sales of household cleaning products will continue to grow worldwide. This is

due to factors such as the desire for a clean, healthy home, convenient products, more product awareness,

and rising disposable income in emerging markets. Although retail sales represent the greatest market share

in overall cleaning product sales, supermarkets are facing growing competition from discounters.

With these global forecasts in mind, it is important to continue educating our customers about our products

and what differentiates them in the marketplace:

They offer the most multi-purpose, comprehensive cleaning products in the market.

They are continually being improved upon, with a focus on cleaning power and convenience.

They come with a guarantee of satisfaction.

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The L.O.C brand is the world’s most multi-purpose cleaning brand.

Our MessageKey messages are unique features that define the L.O.C.™ Brand and give

our products their competitive advantages. They can be used as copy points

in print ads, brochures, and other communications.

The key message about the L.O.C. Brand is that for the value-conscious

consumer, L.O.C. and L.O.C. Plus products are cleaners that effectively

clean all washable surfaces throughout the house, delivering results

every time.

This is the message that should be stressed in headlines, subheads

and body copy of brand ads. The voice is confident; the tone, honest

and trustworthy. The copy is friendly, understanding and conversational.

Themes and key words in the L.O.C. Brand message include:

Effective

Efficient

Value

Multi-purpose

Comprehensive

Please note: Key messages about specific products can be found in the

L.O.C. Product Guide Section.

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Creative Expression Brand GalleryThis Brand Gallery summarizes and conveys everything the L.O.C.™ Brand represents in words, themes, key

messages, and images. The Brand Gallery tells you how L.O.C. Brand communications should look and feel –

trustworthy, dependable, powerful, and helpful. Convenient and easy to use, the Brand Gallery gives you

an at-a-glance overview of all the promotional options available to you.

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Here’s how the Brand Gallery represents the L.O.C. Brand.

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Refer to the Brand Gallery whenever you promote the L.O.C.™ Brand.


Trust Your Family With Ours

powerful

trust

confident

effective

heritage

efficient

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Brand ElementsBrand Values Our Brand Values Pyramid shows how L.O.C.™ Brand features and benefits produce psychological values that

are important to customers. These are the reasons why customers purchase L.O.C. and L.O.C. Plus products

– and establish a loyalty to the L.O.C. Brand.

Positioning

VALUES(Psychological)

TrustConfidence, Performance

Convenience, Value,Loyalty, Dependability,

Reflects Amway Heritage/TraditionReflects pride in home and pride in business

BENEFITSExceptional cleaning power

Efficient, Effective,Gets results, Saves time, Saves effort

Impressive demonstrations,Economical, Effective, Dependable, Reliable

FEATURESThe first all-purpose cleaner/product introduced by the company;

A brand that offers peace of mindWide range of cleaning products for specific (and challenging) jobs throughout the house

Brand Vision

The Brand Vision defines how the branding effort will achieve its goals. It states

what the brand stands for, the brand’s target audience, the strategic and financial

goals for the brand and how the brand’s success will be measured.

The L.O.C.™ Brand will

become the preferred brand

of household cleaning products

for IBOs around the world.

To obtain new users and

maintain existing loyal

consumers, The L.O.C. Brand

will remain committed to its

heritage by delivering multi-

purpose cleaning products with

unsurpassed performance.

This improvement will be

achieved through increased

consistent promotional activity,

targeted brand messaging

worldwide, and firm adherence

to the brand promise during

product development.

Brand StrategyKey Corporate Strategies Support Distributor Sales. As always, our goal as a brand is to support IBOs in their

selling efforts with products that encourage repeat consumer purchases. Outlined below are four key corporate

strategies that will help IBOs build strong businesses and maintain profitable margins through repeat sales of

L.O.C.™ and L.O.C. Plus products.

Strategy 1: Our Key Products Will Maintain “Best-In-Class” Performance.

Striving for “Best-In-Class” standards for our key L.O.C. and L.O.C. Plus products will help to increase

customer satisfaction and brand loyalty, improve business opportunities, and enhance our brand reputation.

With a strong focus on the customer, this strategy includes continued consumer research and prioritizing

development opportunities.

Strategy 2: All New Key Products Will Have A WOW Demo As An Essential Claim.

The WOW demonstrations will deliver a positive, compelling and memorable response that sells the product all

by itself. These demos increase brand loyalty and product knowledge, demonstrate the company’s commitment

to excellence, and provide a quick, easy-to-use tool that IBOs can use to recruit new prospects

to the business.

Strategy 3: On-Trend Products Will Meet Today’s Consumer Needs.

It is imperative that our products and brands are relative to today’s consumers. The L.O.C. Brand is committed

to exploring new developments in the cleaning category and acting on major trends in our top markets.

Opportunities will be identified through a combination of listening to IBOs’ needs and anticipating market trends

that will result in new products which exceed our local customers’ expectations and offer a positive impact on

the reputation of the L.O.C. Brand.

Strategy 4: Communicate to Key Stakeholders.

With a clear focus on the customer, the L.O.C. Brand team is committed to maintaining up-to-date, simplified

brand/product messaging across all media. Our communication will target a deeper connection with our IBOs

and build brand equity and loyalty while increasing the knowledge base of our IBOs regarding the benefits that

differentiate our brands/products from competitors.

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Brand PromiseThe Brand Promise describes the specific benefits – both physical and emotional – that current and potential

customers can expect when they use the brand. These are the benefits to which the brand is committed, now

and always.

The L.O.C.™ Brand will remain committed to its HERITAGE

by continuing to offer cleaning products that are EFFECTIVE,

EFFICIENT, POWERFUL, and that offer real value.

The L.O.C. Brand will continue to deliver products with

EXCEPTIONAL CLEANING PERFORMANCE, helping

to save consumers time and energy.

Mothers can TRUST L.O.C. branded products and feel

CONFIDENT that they are doing their best to keep their

homes clean for their families.

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Brand PersonaThe Brand Persona contains the personality traits and characteristics you

would use to describe the brand if it were a person. The brand persona

reflects how people feel about the brand, rather than what they know

about the brand.

Based on exhaustive research and on the extensive global marketing

experience to which you have contributed, the L.O.C.™ Brand persona

or “personality” has been established and can be expressed in the

following words.

L.O.C. Brand Personality is:

Trustworthy

Dependable

Strong, but gentle

Helpful, a problem solver

Family oriented

Portraying the L.O.C.™ Brand

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Brand Styling ..........................29

Images Used in this

Brand Guide...........................30

Photo Possibilities ....................32

Photo Gallery..........................34

Brand Identity .........................36

General Art/Design Elements....40

Creative Direction....................42

Creative Samples ....................44

Examples of Other Materials.....52

Staying on Brand/

Brand Taboos..........................54

Creating Your Own Materials ...55

General Guidelines .................56

The L.O.C.™ Brand Guide

on Brandnet............................57

Creative Guidelines

Frequently Asked Questions ......58

Brand StylingThe images and words in our promotional materials focus on the benefits of

the L.O.C.™ and L.O.C. Plus products. They are meant to convey the idea

that L.O.C. is a brand you can trust with products that effectively clean all

washable surfaces, delivering exceptional cleaning results every time you

use them.

Primary images show someone cleaning or shows the suggestion of

someone cleaning, and the L.O.C. Brand or L.O.C. Plus Product logo or

letters are often in the photo. Family lifestyle scenes with children convey the

trust consumers have in the L.O.C. and L.O.C. Plus Products products to get

their washable surfaces clean.

Wardrobe and props are artistically colour keyed to the product colour, the

rooms are pristine clean, upscale and uncluttered. Models are attractive,

healthy and happy. Wardrobe is very casual, at-home, but upscale.

WardrobeThe clothing worn by the models should be very casual, but still high quality.

Since the adults are cleaning, or giving the impression of cleaning, jeans

are acceptable. Children’s clothing is trendy, cute and upscale.

LocationsRooms where L.O.C. and L.O.C. Plus products are used are clean and

bright. The props colour coordinate with the product colours. Rooms should

be upscale and aspirational. They can be very cutting edge similar to the

Photo Gallery Bathroom, Kitchen and Glass Cleaner locations, or in the

case of the L.O.C. Brand and L.O.C. Multi-Purpose Cleaner photography,

more traditional to reflect the L.O.C. Brand Heritage.In th

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NOTE: Additional Brand images can be found on Brandnet. More photography options are available that are not on Brandnet. Please contact Brand

Management for information on additional photography we may have to support your promotional materials.FA

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Photo PossibilitiesThe images provided on Brandnet can be just a starting point for your creativity. As the examples on this page

show, you can vertically or horizontally crop an image to dramatically change the way a photo looks.

Many of the images can be used as inset images. Sections of washable hard surfaces from the rooms can

be inset. The products can be inset with a lifestyle or surface shot, and vice versa. Colour is very important

when advertising the L.O.C Plus products, and L.O.C. Multi-Purpose Cleaner is always shown with white

and off-white props.

3332

Use of the brand colours can be an effective design element and can tie your Home Care messages together.

Please make sure you follow colour, font and logo guidelines as outlined in the Brand Gallery.

Photo Gallery These images, which are all available on Brandnet, give you many options to choose from when creating

promotional materials for the L.O.C.™ and L.O.C. Plus product lines. They work to reinforce the key

messages of the L.O.C. Brand.

Photo CategoriesThere are thee options of photos for the L.O.C. Brand – A primary shot and two versions of secondary shots.

The primary shots are wide shots of the room, with or without people. The adults are actively

cleaning, or giving the indication of cleaning. There are families and children portrayed. The L.O.C.

or L.O.C. Plus logo or product is visible, the props, rooms and wardrobe are colour co-coordinated with

the product colours. Primary shots can be used alone, with secondary shots or with product shots.

One series of the secondary shots is lifestyle shots. Families are interacting, and children are present

in many of the shots. The L.O.C. or L.O.C. Plus logo or product is visible in many of these shots. The activity

is fun, relaxed and happy.

The other secondary shot series consists of close-ups of the washable hard surfaces that

can be cleaned with the L.O.C. and L.O.C. Plus products.

The secondary shots described above can be used to reinforce key messages. For instance, the photo

showing the little girl playing on the floor with her father conveys the cleanliness of the floor.

The photos of the hard surfaces can be called out from the wide shot of the room as shown below to

emphasize the versatility of L.O.C. and L.O.C. Plus products by highlighting two or more products. For

example, the room shown is colour-coded and set up to show off the capabilities of L.O.C. Plus Kitchen

Cleaner, but an inset shot can be used to support L.O.C. Multi-Purpose Cleaner.

Please note how the brand photography is used throughout this Brand Guide. The cropping and page

placement style can also be used for your promotional materials.

3534

NOTE: Additional Brand images

can be found on Brandnet. More

Photography options are available that

are not on Brandnet. Please contact

Brand Management for information on

additional photography we may have to

support your promotional materials.

3736

Brand Identity Just as all the pieces of a puzzle are needed to create a full picture, all the elements of a brand are necessary

to capture a complete brand identity. The L.O.C.™ and L.O.C. Plus logos are pieces of the brand, which

together, capitalize on the strength of a generation of history. The permanence of the L.O.C. logo builds brand

recognition and trust in our loyal consumers, just as the energetic, clean typeface of the L.O.C. logos recall the

40 years of trusted service the L.O.C. family of cleaners has delivered. These brand elements never change and

should be included in all L.O.C. materials and collateral as a symbol of our brand’s enduring dependability.

L.O.C. Brand LogoThe L.O.C. Brand logo is a well-recognized representation of our brand and must be included on all L.O.C.

Brand promotional materials.

The L.O.C. Brand logo is one of the most important icons consumers use to recognize their favorite family of

cleaners. The white letters outlined in a clean, sophisticated dark blue colour convey the upscale feel of the

L.O.C. Brand, and conjure up all of the fresh, clean images the L.O.C. Brand represents. Dark blue is also

a traditional and rich colour which emphasizes the long history and heritage of the L.O.C. Brand.

The letters themselves, L.O.C., still stand for Liquid Organic Concentrate, but they also bring to mind the

longstanding heritage our company has been built on: Loyalty, Opportunity, and Confidence. As a heritage

brand we can all be proud of the commitment to quality the L.O.C. logo has stood for and will stand for, in

generations to come.

Logo ColourAlways reproduce the L.O.C. Brand logo in PMS 648 and PMS 291, solid black or solid white.

Tagline

The World’s Most Multi-Purpose Cleaning Brand.Taglines are brief and memorable statements created for the brand

positioning statement.

The L.O.C. tagline should only be printed in Futura typeface.

An optional tag, “Trust Your Family With Ours,” may be used in markets

where the preferred tag cannot be used.

Using the L.O.C. tag, “The World’s Most Multi-Purpose Cleaning Brand,”

with specific L.O.C. or L.O.C. Plus Products or with the L.O.C. Brand

logo is optional.

The size and placement of all L.O.C. Brand and Product logo elements

must always remain the same.

L.O.C. Products LogosAll advertisements and collateral materials should feature either the

L.O.C. Brand logo or the individual L.O.C. or L.O.C. Plus product logos.

Communication materials about the L.O.C. Brand must include the L.O.C.

Brand logo. The tagline is optional. Communications materials about

particular products may contain either the L.O.C. Brand logo or the

featured product logo, tagline optional.

Any changes to the L.O.C. or L.O.C. Plus logos must be approved

by Brand Management.

3938

TRADEMARK AND REGISTRATION Alticor Inc. is the legal owner of trademark registrations encompassing the L.O.C. Brand and its products.

The logo must always appear in the correct colour and font with a ®/™ in the upper right corner (® for

Quixtar, Canada and China, ™ globally).

L.O.C. Plus Bathroom Cleaner L.O.C. Plus Glass Cleaner L.O.C. Plus Kitchen Cleaner

L.O.C. Plus Daily Shower Cleaner

L.O.C. Plus Aerosol Glass Cleaner/SEE SPRAY

L.O.C. Plus Metal Cleaner

L.O.C. Plus SCRUBBRITE Soft Cleanser

L.O.C. Multi-Purpose CleanerL.O.C. Towelettes/Mini-Wipes

L.O.C. Plus Wipes

4140

General Art/Design ElementsTypeType Colours for Copy

PMS 648, Black and White are the primary type colours. PMS 359, PMS 310 and PMS 516 can be used

as callout colours.*A note on choosing type colours: Legibility of all type is of utmost importance. Select colours that will have strong contrast against the background

upon which the type will appear. For example, choosing white to place against a pale background will provide poor readability.

Type Faces:Preferred Type Fonts:

Futura LightABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Futura MediumABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Graphic ColoursMatch the PMS numbers, not the colours printed on page 41, to ensure colour accuracy in your materials:

PMS 648, PMS 359, PMS 310, PMS 516, White

PMS 648 PMS 310

PMS 516PMS 359

WHITE

Creative DirectionOther Creative GuidelinesIn those instances where your communications are other than print, the following guidelines should be referenced

to maintain consistency with our L.O.C.™ Brand styling:

VoiceoverThe L.O.C. Brand is all about trust, cleanliness, and convenience. The voice should reflect these characteristics

with people who are confident, happy, and worry-free.

MusicMusic is a subtle, but powerful tool. When selecting music for promotional materials, choose pieces that are

happy, upbeat, and confident to support your key messages and images.

4342

Creative SamplesOn these pages, you’ll find examples of the kinds of L.O.C.™ ads: brand ads, product launch ads and

product re-promotion ads.

4544

L.O.C. BrandHEADLINE: Making the World

a Cleaner Place One Home at

a Time

COPY: We’ve built our reputation

on protecting families around the

world. Nothing could be more

important to us than delivering

the multi-purpose tools you need

to provide your family with clean

environments, while guarding the

time it takes to get your home as

clean as it needs to be. That’s why

we demand revolutionary, high-

impact, effective formulas. Always

tough on dirt yet gentle on families

and surfaces. See how easily

L.O.C. Clean happens!

OPTIONAL TAGLINE:

The World’s Most Multi-Purpose

Cleaning Brand

L.O.C.™ Plus Kitchen CleanerHEADLINE: Concentrating On the Cleanest Kitchens

COPY: There is no other place in your house where it is as important to keep work areas sanitary as in your

kitchen. Trust L.O.C. Plus Kitchen Cleaner’s concentrated formula to power through the toughest kitchen grime

and provide you with the sanitary surface areas you need for food preparation. Achieve absolute clean with

the confidence of L.O.C. Plus Kitchen Cleaner.

OPTIONAL TAGLINE: The World’s Most Multi-Purpose Cleaning Brand

Making the World a Cleaner Place One Home at a TimeWe’ve built our reputation on protecting

families around the world. Nothing could

be more important to us than delivering

the multi-purpose tools you need to provide

your family with clean environments, while

guarding the time it takes to get your home

as clean as it needs to be. That’s why we

demand revolutionary, high-impact, effective

formulas. Always tough on dirt yet gentle

on families and surfaces. See how easily

L.O.C. Clean happens!

There is no other place in your house, where it is

as important to keep work areas sanitary, as in

your kitchen. Trust L.O.C. Plus Kitchen Cleaner’s

concentrated formula to power through the toughest

kitchen grime and provide you with the sanitary

surface areas you need for food preparation.

Achieve absolute clean with the confidence of

L.O.C. Plus Kitchen Cleaner.

Concentrating on the Cleanest Kitchens

4746

L.O.C. Plus Glass CleanerHEADLINE: Improve your View with L.O.C.™ Plus Glass Cleaner

COPY: Get a state-of-the-art clean with L.O.C. Plus Glass Cleaner. Specifically formulated to eliminate grimy

fingerprints and tough dirt from all glass surfaces, one swipe is all it takes for windows and glass to become

crystal clear without streaks or smears.

OPTIONAL TAGLINE IF PRODUCT LOGO IS USED: The World’s Most Multi-Purpose Cleaning Brand

L.O.C.™ Multi-Purpose CleanerHEADLINE: Cleaning Homes,

Protecting Families.

L.O.C. Multi-Purpose Cleaner

COPY: In a world of complicated

and harsh cleaners, try a little

tenderness. L.O.C. Multi-Purpose

Cleaner safely tackles tough jobs

from surface to surface throughout

your home, muscling out dirt and

grime with an easy one-step formula.

Tough on a multitude of soils, but

gentle on you and all your washable

hard surfaces.

OPTIONAL TAGLINE IF PRODUCT

LOGO IS USED: The World’s Most

Multi-Purpose Cleaning Brand

CleaningHomes,ProtectingFamilies.L.O.C.™ Multi-Purpose Cleaner

In a world of complicated

and harsh cleaners, try a little

tenderness. L.O.C. Multi-Purpose

Cleaner safely tackles tough jobs

from surface to surface throughout

your home, muscling out dirt and

grime with an easy one step

formula. Tough on a multitude of

soils, but gentle on you and all

your washable hard surfaces.

Get a state-of-the-art clean with

L.O.C. Plus Glass Cleaner.

Specifically formulated to

eliminate grimy fingerprints

and tough dirt from all

glass surfaces, one swipe is

all it takes for windows and

glass to become crystal clear

without streaks or smears.

Improve your View with L.O.C.™ Plus Glass Cleaner

Copy SamplesThe section contains additional samples of copy you may use to promote various

L.O.C.™ and L.O.C. Plus Products

L.O.C. Plus Bathroom CleanerHEADLINE:Putting the Muscle in Clean So You Don’t Have To

COPY:Leave your workout for the gym! L.O.C.™ Plus Bathroom Cleaner puts an end to scrubbing out stubborn dirt and grime in the bathroom. Our streak-free formula powers through tough soap scum and mould, leaving a fresh-smelling, shiny and sanitary bathroom for you and your family. Don’t sweat it with L.O.C. to the rescue!


L.O.C. Plus Daily Shower CleanerHEADLINE:Creating A Cleaner Shower Every Day

COPY:Ever get into the shower and feel like it’s not as clean as you want it to be? First, clean your shower with L.O.C.™ Plus Bathroom Cleaner, then use L.O.C. Plus Daily Shower Cleaner daily to ensure that every shower you take is pristine clean. Scrub-free maintenance is just an easy mist away.


L.O.C.™ Plus Glass Cleaner/SEE SPRAYHEADLINE:Clearly a Better View

COPY:Having a tough time seeing clear in a steamy bathroom? L.O.C. Plus Aerosol Glass Cleaner’s powerful anti-fog formula helps glass resist steam, so it’s easy to keep your bathroom cleaner, clearer, and brighter longer.


4948

L.O.C.™ Plus Soft Cleanser/SCRUB BRITEHEADLINE:Soft on Surfaces, Hard on Stains

COPY: Hardworking surfaces stay clean and clear with L.O.C. Plus Soft Cleanser/SCRUB BRITE. Our patented triple action formula puts the one-two-three punch to tough dirt first with a high performance cleaning surfactant, then a natural citrus solvent and a mild abrasive, leaving a fresh scent and a shiny, scratch-free surface. You’ll love the clean you get with L.O.C. Plus Soft Cleanser/SCRUB BRITE.


L.O.C.™ Plus Metal CleanerHEADLINEL.O.C. Plus Metal Cleaner, Brilliant!

COPY:Perfect for that really deep clean your stainless steel or copper pots and pans need. L.O.C. Plus Metal Cleaner gets out blue heat burns and polishes as it cleans. An easy swipe puts a brilliant shine on your metal with the major muscle we put into our powerful formula.


L.O.C. Towelettes/Mini-WipesHEADLINE:Bringing L.O.C.™ Clean To Active Lives

COPY:The perfect cleaner in the perfect package, L.O.C. Towelettes/Mini-Wipes let you bring a powerful cleaning solution with you wherever you go. So whether it’s a little spill on your washable shirt at lunch, or wiping off a public grocery cart before you touch it, we’ve got clean covered.


L.O.C. Plus WipesHEADLINE:Wiping Out Dirt Daily

COPY:L.O.C.™ Plus Wipes make maintaining a clean home easy. Keep the customizable canisters within easy reach for quick touch-ups throughout the week, and you’ll find Saturday morning cleaning goes faster than it ever did before! There’s no better way to get the upper hand on dirt.


Ad templates and suggested copy for these and other L.O.C. ads are all available on Brandnet. (For other ad guidelines, see Page 54.)

5150

Examples Of Other MaterialsBrand communications materials that share the same look, tone, and message will reinforce each other, making

the brand’s impact and identity that much stronger.

5352

AMAGRAM™/ACHIEVE™ Magazine Covers

Display

PowerPoint Presentation

Brochure

Website

Staying On Brand/Brand TaboosStaying On BrandWhen using your own photography in any material, it is important that you stay true to the style and content

established for the L.O.C.™ Brand for consistency and continuity. This is essential to achieve our goal of

creating a distinguishing, recognizable identity for the L.O.C. Brand. The points on the following page clarify

what it means to be “on brand.”

Why is this ad “on brand”?

L.O.C. Brand TaboosFor Visual Images:

1. Avoid negative images – no sick, stressed or worried people.

2. Avoid sexism.

3. Never show scantily clad or provocative images of models.

4. Never use cartoons or any illustrations that are not approved images.

5. Never show images of tobacco, alcohol or firearms.

6. Never make changes to model features or clothing (other than retouching).

7. Never superimpose illustrations or graphic treatments over models.

For L.O.C. Copy:

1. Do not set a tone unacceptable to the target market (women/mothers/wives).

2. Never use long copy or copy with highly technical content in ads. Save this information for articles.

3. Never make negative claims about competitive products or consumers, or engage in any negative selling.

4. Never make unsubstantiated claims or any product claim that is not specifically mentioned in the brand key

messages or in approved ad copy.

5. Never create an ad that stresses product features that are not strong points of the L.O.C. Brand.

5554

Creating Your Own MaterialsPlease follow the font, colour, tagline, photography and logo guidelines

as outlined in Brand Identity.

ModelsWhen using adults, select those who are attractive and self-confident.

These are people who care about cleanliness and should be portrayed

that way. When selecting children, choose those who are cute,

energetic, active, happy, smiling, and are the appropriate age

for whatever activity they are performing.

WardrobeThe clothing worn by the models should be very casual, but still of

high quality. Since the adults are cleaning, or giving the impression

of cleaning, jeans are acceptable. Children’s clothing is trendy, cute

and upscale.

LocationsRooms where L.O.C.™ and L.O.C. Plus products are used are clean

and bright. The props colour coordinate with the product colours.

Rooms should be upscale and aspirational. They can be very cutting

edge similar to the Photo Gallery Bathroom, Kitchen and Glass Cleaner

locations, or in the case of the L.O.C. Brand and L.O.C. Multi-Purpose

Cleaner location, more traditional to reflect the L.O.C. Brand heritage.

General GuidelinesDiscountingThe L.O.C.™ Brand is a premium brand and when considering promotions or discounting products,

a high quality positioning should be conveyed. The way this is communicated is key:

DON’T: “10% off on all L.O.C. products.”

DO: “With a purchase of any L.O.C. or L.O.C. Plus product this month, we will give you a complimentary

gift at no charge.”

Sponsorships/Public RelationsThe L.O.C. Brand represents more than products. It also represents trust, peace of mind, and convenience.

By using the L.O.C. Brand to sponsor appropriate activities and organizations, we support IBOs and customers

in reaching their goals and dreams.

Sponsorship Guidelines:Do sponsor:

Events and organizations that promote…

family and children

women’s health

youth activities and events

business and social opportunities for women

cultural and artistic organizations

Family-related issues that fit within the Amway guidelines.

Don’t sponsor:

Events or organizations that are…

controversial

closely linked to a single religion or political party

Causes or issues that do not fit within the Amway guidelines.

5756

The L.O.C.™ Brand Guide on BrandnetThere are many ways to find the

assets and/or communication

materials you are looking for on

Brandnet. To find this Brand Guide

go to the “Easy Find” menu and

select Brand Guides, then L.O.C.

For more specific search results,

you can search by the file name,

which is the same as the image

number typed below the image

in your Brand Guide.

Creative Guidelines Frequently Asked QuestionsQ. Why is the Brand Guide separated by colours?

A. This L.O.C.™ Brand Guide is separated by colours to help marketers around the world associate colours with

specific L.O.C. Plus products. This in turn will help marketers communicate colour association to IBOs. Colour

can be used quite creatively in layouts, in fonts, in image outlines, and so on. We have chosen to emphasize

three of the major L.O.C. Plus product colours – blue for L.O.C. Plus Glass Cleaner, green for L.O.C. Plus

Kitchen Cleaner and pink for L.O.C. Plus Bathroom Cleaner. The dark blue colour has been chosen to represent

the L.O.C. Brand and L.O.C. Multi-Purpose Cleaner.

Q. What is the L.O.C. Brand Tagline and how is it used?

A. The L.O.C. tagline is: “The World’s Most Multi-Purpose Cleaning Brand.” This tagline is a strong statement

about our L.O.C. Brand and using it with the L.O.C. logo in communication materials is optional. The tagline

is also optional for communication materials about specific products, but you are encouraged to use it for any

L.O.C. Multi-Purpose Cleaner or any multi-product L.O.C. Plus products communication pieces.

For markets that cannot use “The World’s Most Multi-Purpose Cleaning Brand,” you may use “Trust Your Family

With Ours.”

Q. How was the photography style determined?

A. Four different locations were chosen for the photo shoot – a kitchen, a bathroom, a living room with a

lot of glass and a traditional living room. Each location was chosen with an eye for colour and style. Rooms

needed to be upscale and reflect or emphasize the product colour. For instance, the blue sky in the Glass series

emphasized the blue colour of L.O.C. Plus Glass Cleaner. Wardrobe and props were chosen to emphasize the

colours of the products.

The L.O.C. Multi-Purpose Cleaner location had to serve two purposes: To represent the L.O.C. Brand and the

L.O.C. Multi-Purpose Cleaner product. A more traditional location was chosen, and since the product colour is

clear, props were white or off white. Dark blue was used in some props and in wardrobe to reflect the L.O.C.

Brand logo.

5958

Product Guide

6160

The L.O.C.™ Brand has been cleaning homes for over 40 years, always

delivering safe, effective results for your customers, and remaining one of the

most trusted, comprehensive names in cleaning products available. These

timeless qualities define the L.O.C. Brand and yet the brand itself continues

to evolve, continually responding to the contemporary needs of your loyal

consumers, with innovative formulas and fresh campaign materials. Here is

the new L.O.C. Product Guide, where timeless and contemporary join in a

smart new look that is clean and ultra modern. Enjoy!

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L.O.C. Multi-Purpose Cleaner .......63

L.O.C. Plus Bathroom Cleaner ......68

L.O.C. Plus Daily Shower Cleaner..78

L.O.C. Plus Kitchen Cleaner .........83

L.O.C. Plus Glass Cleaner............89

L.O.C. Plus Aerosol Glass

Cleaner/SEE SPRAY.......... 93

L.O.C. Plus Soft Cleanser/

SCRUB BRITE................... 97

L.O.C. Plus Metal Cleaner .........103

L.O.C. Plus Towelettes/

Mini-Wipes................... 107

L.O.C. Plus Wipes ...................109

6362

L.O.C.™ Multi-Purpose CleanerProduct Profile – The world’s most multi-purpose cleaner offers

exceptional soil removal and streak resistance with an easy,

one-step formula; no rinsing required!

Key Selling Messages – Key selling messages convey the most

important selling features of a particular product. They make

great sell copy and should be as prominent as possible, preferably

in the headline.

Effectively cleaning since 1959, L.O.C. Multi-Purpose Cleaner cleans

your home from surface to surface with a gentle strength, delivering an

immaculate, streak-free shine with no rinsing necessary.

Features

The most versatile cleaner in the world

Cleans anything that water won’t hurt

Tough on dirt, gentle on hands

Benefits

Eliminate the clutter of too many cleaning products with an easy-to-use formula

Safe to use on a multitude of surfaces and fabrics

Effective formula eliminates dirt without harming surfaces or your skin

The following bolded words are focus words that describe L.O.C.™ Multi-Purpose Cleaner is primary features

and benefits. These sound bites make great ad campaign material!

VERSATILE – Safely cleans all washable household surfaces, maintaining a sanitary environment for your

family (replace sanitary with ‘hygienically clean’ in Europe only).

POWERFUL – Muscles through tough soil build-up and grime, leaving a streak-free shine.

GENTLE – Mild enough to use as a hand cleanser, yet tough enough to erase grease and grime.

(NOTE: This statement is not allowed in Japan or Korea, and Germany requires additional

ingredient listing and address on label).

EFFECTIVE – Dirt doesn’t stand a chance against the dynamic blend of cleaners perfectly balanced

in our powerful yet gentle formula.

NO RINSING – One-step formula leaves surfaces fresh and clean with just one swipe. 6564

FAQs:Q. On what surfaces can I use L.O.C.™ Multi-Purpose Cleaner?

A. L.O.C. Multi-Purpose Cleaner is effective on all hard washable surfaces in your home. Remember, if you can

wash a surface with water, L.O.C. Multi-Purpose Cleaner is safe to use! Specifically this includes sealed wood,

tile, marble, linoleum, tubs, cabinets, washable walls, both painted and sealed woodwork, and doorknobs.

Q. Is L.O.C. Multi-Purpose Cleaner recommended for bucket dilution or trigger sprayer application?

A. L.O.C. Multi-Purpose Cleaner is as versatile as it is effective! Use it in a bucket at 1 fl. oz. (30 ml) per

gallon (4 litres) of water or in the Pistol Grip Sprayer using a 1:3 dilution ratio for impressive results, regardless

of application.

Q. L.O.C. Multi-Purpose Cleaner has great suds. Do I have rinse them away?

A. Not at all! L.O.C. Multi-Purpose Cleaner is formulated to leave minimal residue and is streak-resistant

on all surfaces when used as directed.

Q. Does L.O.C. Multi-Purpose Cleaner contain a coconut oil derivative?

A. Yes, L.O.C. Multi-Purpose Cleaner contains a grease-cutting surfactant derived from coconut oil. Usages

General Cleaning: Dilute 1 fl. oz. (30 ml) with 1 gallon ( 4 litres) of

water. Wash and dry as needed. No rinsing required.

Using Pistol Grip Sprayer, add water to the 1:9 line, then add

product to the 500 ml line. Spray and wipe dry.

For hand washing use full strength. Rub in well and rinse off.

NOTE: Use the Spray option on the Pistol Grip Sprayer for large surfaces,

the Foam option for smaller areas.

Uses

Use on any washable surface that

water won’t hurt

Demo #1L.O.C.™ Multi-Purpose Cleaner No Streaking Demonstration

PurposeTo illustrate the ability of L.O.C. Multi-Purpose Cleaner to resist streaking

Materials Needed Eye droppers or pipettes

Paper towels

Glossy, black ceramic tile or glass mirror

Pistol-Grip Sprayer bottle

L.O.C. Multi-Purpose Cleaner diluted to 1:9

with water in spray bottle

Directions1. Fold a section of paper towel in half three times, creating an “applicator” that is 8 layers thick.

2. Use an eyedropper to carefully apply 0.5 ml of diluted L.O.C. Multi-Purpose Cleaner onto the folded edge

of the paper towel.

3. Hold the folded paper towel at a 45º angle and gently touch the wetted edge to the tile or mirror. Smoothly

rub the surface with 6 passes to fully wet the surface.

4. After 5–10 seconds, look at the tile or mirror surfaces.

ResultThe surface with diluted L.O.C. Multi-Purpose Cleaner applied shows essentially no streaking.

6766

Demo #2L.O.C.™ Multi-Purpose CleanerShoe Polish Demonstration

Purpose

Shows how the L.O.C. Multi-Purpose Cleaner can remove an

“impossible” stain such as black shoe polish from your hands. Also

shows how L.O.C. cleans up after itself by removing the transferred

stain from a handkerchief as well.

Materials Needed Black shoe polish paste

White handkerchief

Bowl of warm water


DirectionsSet-up/Preparation: Approximately 5 minutes

Demonstration: Approximately 5 minutes

1) Smear a small amount of shoe polish on the back of one hand.

2) Pour less than a capful of L.O.C. Multi-Purpose Cleaner on the shoe

polish stain. Rub the liquid carefully to disperse it over the entire

stained area.

3) Wipe your hand with a clean handkerchief. All the polish will come off your hand, leaving the handkerchief

a mess.

4) Dip the handkerchief into a bowl of warm water. Agitate the handkerchief thoroughly for a minute.

5) Lift the handkerchief from the water. Wring out the excess water and spread the handkerchief out.

ResultBoth the handkerchief and your hands are completely clean, demonstrating the amazing stain removing ability

of L.O.C. Multi-Purpose Cleaner.

ImageAvailable

on Brandnet Soon.


L.O.C.™ Plus Bathroom CleanerProduct Profile – This highly effective bathroom cleaner aggressively removes some of the toughest bathroom soils

and stains, including soap scum and lime scale deposits, yet it is safe for most washable bathroom surfaces.

Key Selling Messages – Key selling messages convey the most important selling features of a particular product.

They make great sell copy and should be as prominent as possible, preferably in the headline.

Protect your family from unsanitary bathroom soil! L.O.C. Plus Bathroom Cleaner’s streak-free formula attacks

tough bathroom grime and buildup, rinses away easily, delivering a pristinely clean, hygienic environment for

you and your family.

6968Features

Versatile bathroom cleaner rinses easily revealing a streak-free shine

Leaves surfaces sanitary (use ‘hygienically clean’ in Europe)

Aggressive cleaning action

Removes tough hard water stains and limescale deposits

No harmful abrasives

Safe for most washable bathroom surfaces

Concentrated 500 ml bottle yields up to four 500 ml ready-to-use bottles when diluted with water

Benefits

Cleans bathroom surfaces quickly, leaving them fresh-smelling and streak-free

Helps achieve a clean home environment

Works quickly to penetrate and dissolve soap scum, mineral deposits and bathroom soils

Rinses away easily leaving a streak-free shine.

Cleans and shines without scratching

Will not damage ceramic tile, fiberglass, porcelain, stainless steel, tile, plastic, or vinyl

Reduces packaging waste; convenient

7170

FAQsQ. Does L.O.C.™ Plus Bathroom Cleaner kill germs?

A. No, L.O.C. Plus Bathroom Cleaner removes the soil in which germs

hide and thrive, leaving surfaces hygienically clean (sanitary in the US

and Canada). Because L.O.C. Plus Bathroom Cleaner is not currently a

registered disinfectant, no claims can be made regarding killing germs

at this time.

Q. What is the difference between L.O.C. Plus Bathroom Cleaner and

PURSUE™ Disinfectant?

A. PURSUE products are registered disinfectants and contain ingredients

that kill bacteria, viruses and fungi, which enables us to make the claim that

PURSUE products may be used on surfaces to kill harmful bacteria, viruses

and fungi that are present. L.O.C. Plus Bathroom Cleaner is formulated to

eliminate soap scum, hard water stains and lime scale build-up. Use both

products together to easily erase dirt and bacteria, viruses and fungi.

Q. Does L.O.C. Plus Bathroom Cleaner contain a coconut oil derivative?

A. Yes. L.O.C. Plus Bathroom Cleaner contains a soil lifting surfactant

derived from coconut oil.

The following bolded words are focus words that describe the primary features and benefits of L.O.C.™ Plus

Bathroom Cleaner. These sound bites make great ad campaign material!

SANITARY/HYGIENICALLY CLEAN – Protects your family by maintaining sanitary bathroom surfaces

creating a healthy environment for all (replace sanitary with

‘hygienically clean’ in Europe only).

HARDWORKING – Wipes out soap scum, hard water stains, lime scale deposits, and tough bathroom

stains with a simple 1:1 dilution ratio.

SAFE – Tough on bathroom dirt, gentle on surfaces. Use on most washable bathroom surfaces.

NO SCRUBBING – Rinses easily, leaving a sparkling, streak-free shine.

Usages

General Cleaning: Using the Pistol Grip Sprayer bottle, add water

to the 3:1 line, then add product to the 500 ml line. Spray and wipe

with a damp sponge or cloth.

For Lime Scale and Extra Tough Jobs:

Add water to the 1:1 line, then add product to 500 ml line. Spray

and let stand for several minutes as needed. Wipe with damp

sponge or cloth.


the Foam option for smaller areas

Uses

Ceramic tile, fiberglass,

porcelain, stainless steel,

tile, plastic and vinyl. Not

for use on brass, marble

or other natural stone

7372

Demo #1L.O.C.™ Plus Bathroom CleanerThe Power of Organic Acid Demonstration

PurposeThis demonstration shows how quickly L.O.C. Plus Bathroom Cleaner

chemically reacts with inorganic deposits similar to hard water scale

found in most bathrooms.

Materials Needed Baking Soda (bicarbonate of soda)

L.O.C. Plus Bathroom Cleaner

One glass measuring cup

Teaspoon or 2 ml measuring spoon

One Pistol Grip Sprayer dilution bottle

Directions1. Mix a 1:1 dilution of L.O.C. Plus Bathroom Cleaner and tap water

in the Pistol Grip Sprayer dilution bottle.

2. Add about 1-2 ml (1/4 tsp) of Baking Soda to the measuring cup.

3. Pour in about 2 fl. oz. (about 60 ml) of diluted Bathroom Cleaner

into the measuring cup.

4. Watch in amazement as L.O.C. Plus Bathroom Cleaner attacks the

baking soda, causing foaming and frothing to occur.

ResultBaking soda is composed of sodium bicarbonate, chemically

similar to the lime scale buildup found in many bathrooms. This

demonstration shows the power of the organic acid used in

L.O.C. Plus Bathroom Cleaner.

Q. Is L.O.C.™ Plus Bathroom Cleaner gentle on bathroom surfaces?

A. L.O.C. Plus Bathroom Cleaner has a unique formula which doesn’t contain any harsh mineral acids, caustics

or chlorine bleach. Instead, it uses an organic acid that specifically targets bathroom soils combined with

other cleaning agents, including a coconut oil derived surfactant, making the formula tough on dirt but gentle

on most surfaces.

Q. Does L.O.C. Plus Bathroom Cleaner remove lime scale?

A. Yes. For effective removal of heavy lime scale, use a 1:1 dilution of L.O.C. Plus Bathroom Cleaner. Let the

product do the work for you by soaking the lime scale for complete removal.

Q. Is L.O.C. Plus Bathroom Cleaner abrasive?

A. No. L.O.C. Plus Bathroom Cleaner cleans without scratching most washable surfaces. However, because

it is acidic, it should not be used on brass, marble or natural stone.

Q. Do you have to rinse after using L.O.C. Plus Bathroom Cleaner?

A. Yes. L.O.C. Plus Bathroom Cleaner is easily rinsed away leaving a streak-free shine!

Q. Does L.O.C. Plus Bathroom Cleaner prevent mould and mildew buildup?

A. No. By removing soils, including soap scum and body oils, L.O.C. Plus Bathroom Cleaner helps reduce

available organic materials that mould and mildew use to thrive. This, in turn, helps control the recurrence of

mould and mildew stains.

TIP: Remove mould and mildew stains from porous surfaces like grout using bleach. This process should be completed prior to using L.O.C. Plus Bathroom Cleaners. Never mix with or use the two products at the same time.

7574

28,800 bottles of

L.O.C.™ Multi-Purpose

Cleaner are sold per

day worldwide!

7776

Demo #2L.O.C.™ Plus Bathroom Cleaner

PurposeThis Demonstration shows how quickly L.O.C. Plus Bathroom

Cleaner can remove common make-up stains found in most bathrooms.

Materials Needed ARTISTRY™ Lipstick (smear resistant)

ARTISTRY Definitive Lash Mascara

ARTISTRY Foundation


One Pistol Grip Sprayer dilution bottle

15 cm. x 15 cm. white, glossy ceramic tile (6” x 6”)

Directions5. Apply a stripe of lipstick onto the ceramic tile.

6. Repeat step #1 with foundation.

7. Repeat step #1 with mascara.

8. Spray a 1:3 dilution of L.O.C. Plus Bathroom Cleaner over a section of the stains.

Allow product to stand for 15–20 seconds.

9. Using a folded section of paper towel, wipe over all three stains and watch in amazement

as L.O.C. Plus Bathroom Cleaner removes the make-up soils in one pass.

ResultL.O.C. Plus Bathroom Cleaner removed all three stains in one pass, leaving a clean tile surface.

ImageAvailable

on Brandnet Soon.

7978

L.O.C.™ Plus Daily Shower CleanerProduct Profile – L.O.C. Plus Daily Shower Cleaner keeps all shower surfaces sanitary

(use hygienically clean in Europe) and smelling fresh. No scrubbing necessary!

Key Selling Messages – Key selling messages convey the most important selling features of a particular

product. They make great sell copy and should be as prominent as possible, preferably in the headline.

L.O.C. Plus Daily Shower Cleaner, the easy way to maintain a clean shower surface. Daily use ensures

every shower experience is clean and fresh-smelling.

Features

Blend of chelating agents, surfactants and solvent make a three-pronged attack on calcium, soap/body oils, and dirt

Daily use keeps shower clean and sanitary (“hygienically clean” in Europe), preventing hard water stains and lime scale deposits, soap scum and bathroom soil buildup

Regular use protects against mould and mildewstains by removing the organic soils these organisms need to grow

Mould inhibitors provide additional protection against mould and mildew buildup (Japan only)

Refreshing, clean scent

No-rinse formula leaves a shine with no dulling residue

Concentrated 500 ml bottle yields four 500 ml ready-to-use bottles when diluted with water

Benefits

Daily use prevents and breaks up hard water stains, soap scum and bathroom soil buildup, and solubilizes them.

Once cleaned, further applications keep soil from building up. No scrubbing, wiping or rinsing is necessary

Shower stays clean longer

Enjoy mould and mildew free shower environment (Japan only)

Leaves surfaces smelling clean and fresh

Surfaces are clean and shiny

Reduces packaging waste; convenient

The L.O.C.™ Brand Is The World’s Most Multi-Purpose

Cleaning Brand.


Daily Shower Cleaner. These sound bites make great ad campaign material!

SANITARY/HYGIENICALLY CLEAN – Keeps shower surfaces sanitary, enhancing a healthy environment

for all (replace sanitary with ‘hygienically clean’ in Europe only).

PREVENTS – Prevents hard water stains, soap scum and bathroom soil from taking hold with daily use.

PROTECTS – Protects against mould and mildew stains and lime scale deposits with daily use.

REFRESHES – Leaves surfaces clean and fresh smelling.

NO SCRUBBING – A daily mist from one-step L.O.C. Plus Daily Shower Cleaner keeps your shower clean

and shiny, no scrubbing or rinsing required!

8180

FAQsQ. What is the difference between L.O.C.™ Plus Bathroom Cleaner and L.O.C. Plus Daily Shower Cleaner?

A. Designed as an easy spray and go shower maintenance product, daily use of L.O.C. Plus Daily Shower

Cleaner prevents the build-up of soap scum and hard water stains. While it will work to remove existing soils,

it is not formulated as a heavy duty cleaner. Pre-clean with L.O.C. Plus Bathroom Cleaner to eliminate heavy

soil buildup, hard water stains, or lime scale deposits.

Q. Do I need to rinse after applying L.O.C. Plus Daily Shower Cleaner?

A. L.O.C. Plus is a one-step cleaning system! Simply spray surfaces and let dry to a streak-free shine. TIP: A light wiping of chromed surfaces leaves them at their shiniest.

Q. Is L.O.C. Plus Daily Shower Cleaner safe for all surfaces?

A. Use L.O.C. Plus Daily Shower Cleaner safely on nearly all washable bathroom surfaces. However, it should

not be used on natural marble, stone or wood.

Q. Does regular use of L.O.C. Plus Daily Shower Cleaner really prevent mould and mildew stains?

A. Regular use of L.O.C. Plus Daily Shower Cleaner will keep your shower surfaces hygienically clean. Without

the soap scum and other organic materials mould and mildew thrive on, recurrence of mould and mildew stains

is greatly decreased.

TIP: For a superior clean, clean previous mould and mildew stain buildup with fast acting L.O.C. Plus Bathroom Cleaner or L.O.C.

Plus Soft Cleanser in a separate cleaning. Never mix or spray these products directly with any chlorine-based products.

Q. Does L.O.C. Plus Daily Shower Cleaner contain a coconut oil derivative?

A. Yes. L.O.C. Plus Daily Shower Cleaner contains a soil-lifting, low-streaking surfactant derived coconut oil.

Usage:Usages

Using the Pistol Grip Sprayer bottle, add water to the 3:1 line, then

add product to the 500 ml line. After showering, spray on surfaces

and fixtures and allow to dry. No rinsing or wiping needed.

For extra tough jobs: For best results, pre-clean surfaces with L.O.C.

Plus Bathroom Cleaner to remove buildup of soils and hard water

deposits. (Not for use on marble, natural stone, or brass.)



Uses

Shower walls, doors,

and fixtures

DemoL.O.C.™ Plus Daily Shower Cleaner No Dulling Residue Demonstration

PurposeTo show the ability of L.O.C. Plus Daily Shower Cleaner to leave

treated shower surfaces clean and shiny without rinsing or wiping.

Materials Needed Paper towel

Clear plastic bottle or jar

Distilled or tap water

Plastic pipette or eye dropper

Two black, glossy ceramic tiles

L.O.C. Plus Daily Shower Cleaner Concentrate

Directions1. Into the jar add 1 fl. oz. (30 ml) of L.O.C. Plus Daily Shower

Cleaner and 3 fl. oz. (90 ml) of water. Swirl to mix (this step

may be done in advance).

2. Using the pipette or eye dropper, squirt the L.O.C. Plus Daily Shower

Cleaner onto one clean, ceramic tile, covering its surface.

3. Place the tile in an upright position on the paper towel, allowing solution

to run off and the tile to dry (use the bottle or jar as support, if necessary).

4. Compare the treated tile after it dries to the untreated tile.

ResultThe treated ceramic tile will be left with a clear and glossy finish, virtually undistinguishable from the untreated

tile. There is no hazy residue or film.

82 83

L.O.C.™ Plus Kitchen CleanerProduct Profile – This powerful formula cuts through tough grease and grime quickly on washable kitchen and

household surfaces, leaving them sanitary (use ‘hygienically clean’ in Europe). No rinse formula leaves surfaces

smelling fresh.

Key Selling Messages – Key selling messages convey the most important selling features of a particular product.

They make great sell copy and should be as prominent as possible, preferably in the headline.

Demand sanitary surfaces throughout your kitchen with L.O.C. Plus Kitchen Cleaner. The concentrated

formula powers through tough kitchen grime achieving a clean, shiny surface with an easy no-rinse,

no-streak, fresh formula.

85

FAQsQ. Can L.O.C.™ Plus Kitchen Cleaner be used on all kitchen surfaces, including glass?

A. Yes, L.O.C. Plus Kitchen Cleaner’s streak-resistant formula makes it the perfect choice on all non-porous

surfaces including countertops, sinks, stovetops, microwaves, and refrigerators. It also provides exceptional

cleaning on all high definition kitchen surfaces, including appliance glass.

Q. Does L.O.C. Plus Kitchen Cleaner contain a coconut oil derivative?

A. Yes. L.O.C. Plus Kitchen Cleaner contains a soil-lifting, low-streaking surfactant coconut oil.

Usages

General Cleaning: Using the Pistol Grip Sprayer bottle, add 375 ml

of water to the 3:1 line, then add product to the 500 ml line. Spray

and wipe dry.

For extra tough jobs: Dilute 1:1 with water.



Uses

Stovetops, walls, countertops,

sinks, microwaves,

refrigerators

84

Features

Versatile kitchen cleaner

Leaves surfaces sanitary (“hygienically clean” in Europe)

Powerful cleaning action quickly cuts through tough, greasy messes

No-rinse formula provides streak-free shine

Safe for use on all non-porous kitchen surfaces including countertops, sinks, and kitchen appliances including stovetops and refrigerators

Concentrated 500 ml bottle yields up to four 500 ml ready-to-use bottles when diluted with water

Benefits

Cleans most kitchen surfaces and leaves them fresh-smelling

Contributes to a clean home environment

Leaves kitchen surfaces sparkling clean

Convenient to use

Versatile and convenient to use

Reduces packaging waste; convenient storage; economical

The following bolded words are focus words that describe L.O.C. Plus Kitchen Cleaner’s primary features


SANITARY/HYGIENICALLY CLEAN – Safely cleans and removes soils from washable kitchen and

household surfaces providing sanitary (“hygienically clean”

in Europe) surfaces throughout.

POWERFUL – Quickly cuts through toughest greasy messes.

SAFE – Gentle on all non-porous surfaces.

REFRESHES – Leaves surfaces sanitary (“hygienically clean” in Europe) and smelling fresh.

NO RINSE – One-step formula provides a streak-free shine.

8786

Demo #1L.O.C.™ Plus Kitchen Cleaner No Streaking Demonstration

PurposeTo illustrate the ability of L.O.C. Plus Kitchen Cleaner to resist streaking.

Materials Needed Eye droppers or pipettes

Paper towels

Two glossy, black ceramic tiles or two glass mirrors

L.O.C. Plus Kitchen Cleaner diluted to 1:3 with water in spray bottle

Competitive all purpose cleaner

Directions1. Fold a section of paper towel in half three times, creating an

“applicator” that is eight layers thick.

2. Use one eyedropper to carefully apply 0.5 ml of L.O.C. Plus Kitchen

Cleaner to the folded edge of the paper towel.

3. Hold the folded paper towel at a 45º angle and gently touch the

wet edge to the tile or mirror. Smoothly rub the surface with six

passes to fully wet the surface.

4. Repeat steps 1–3 above with the competitive product.

5. After 5–10 seconds, look at the tile or mirror surfaces.

ResultThe surface treated with L.O.C. Plus Kitchen Cleaner shows little

streaking. Many competitors shows heavy streaking.

89

L.O.C.™ Plus Glass CleanerProduct Profile – This concentrated glass cleaner quickly and

easily cuts through grease, grime, and film buildup without

streaking or smearing.

Key Selling Messages – Key selling messages convey the

most important selling features of a particular product. They

make great sell copy and should be as prominent as possible,

preferably in the headline.

Let L.O.C. Plus Glass Cleaner intensify the fight against grimy

fingerprints and accumulated grease. With one easy swipe,

windows and glass become crystal clear, no streaking or

smearing allowed.

Features

Provides streak-free shine

Cuts through and removes soil and grime easily (in Japan, add “including cigarette smoke”)

Versatile

Concentrated 500 ml bottle yields four ready-to-use

500 ml bottles when diluted with water

Benefits

No streaking or smearing


Can be used on glass and most other shiny surfaces

Reduces packaging waste; convenient storage; economical

Demo #2L.O.C.™ Plus Kitchen Cleaner Soil Removal Demonstration

PurposeA demonstration to show the excellent grease cutting power

of L.O.C. Plus Kitchen Cleaner.

Materials Needed Vegetable shortening

Chili powder

Wooden tongue depressor

Small, paper cup

White plastic laminate (eggshell texture)

Paper towels

Standard 1:3 dilution of L.O.C. Plus Kitchen Cleaner

in the Pistol Grip bottle with sprayer

Directions1. Using the tongue depressor, scoop some vegetable shortening

out of the can and place it in the paper cup.

2. Sprinkle some chili powder into the paper cup and mix it thoroughly

into the shortening to provide colour.

3. Using your finger, smear an even stripe of the coloured shortening onto the white laminate surface.

4. Spray half of the soil stripe with the 1:3 dilution of L.O.C. Plus Kitchen Cleaner and allow 10–15 seconds

for the product to penetrate.

5. With one pass, wipe the area where L.O.C. Plus Kitchen Cleaner was applied to remove the soil.

ResultThe half of the soil stripe sprayed with L.O.C. Plus Kitchen Cleaner is completely clean with no streaking!

Just one application of diluted product and a single wipe removed this heavy, greasy soil.

88

91

Demo #1L.O.C.™ Plus Glass CleanerSoot Removal Demonstration

PurposeTo show the streak-free cleaning performance of L.O.C. Plus Glass

Cleaner on a stubborn soil, like soot.

Materials Needed Wooden tongue depressor

Cigarette lighter

Glass mirror

Paper towels

Small glass of water

Standard 1:3 dilution of L.O.C. Plus Glass Cleaner

in the Pistol Grip spray bottle with sprayer

Directions1. Using the cigarette lighter, carefully set the tip of the tongue

depressor on fire.

2. Hold the glass mirror upside down at a 45º angle and place the

burning tongue depressor underneath it. By holding the flame close

to the glass, soot will quickly accumulate on the mirror. Extinguish the tonque depressor in a glass of water.

3. Place the soiled mirror on a flat surface. Spray half of the sooty glass with the 1:3 dilution

of L.O.C. Plus Glass Cleaner and allow 10–15 seconds for the product to penetrate.

4. With one pass, wipe the area where L.O.C. Plus Glass Cleaner was applied to remove the soil.

Lightly wipe this area dry with a clean section of paper towel.

ResultThe half of the soiled area sprayed with L.O.C. Plus Glass Cleaner is completely clean! Just one application

of diluted product and a single wipe removed this stubborn soil without streaking.

The following bolded words are focus words that describe L.O.C.™ Plus Glass Cleaner’s primary features


POWERFUL – Grease and grime won’t stand up to this intense cleaner.

STREAK-FREE – Easy to use formula leaves glass crystal clear with a streak-free shine.

90

Portraying the BrandBrand StylingPhoto Possibilities

Photo GalleryBrand IdentityCreative Direction

Video Voiceover Music

Creative SamplesExamples of Other MaterialsStaying On Brand/Brand TaboosCreating Your Own Materials

General GuidelinesThe L.O.C.™ Brand on Brand Net

Usages

Using the Pistol Grip Sprayer bottle, add water to the 3:1 line, then

add product to the 500 ml line. Spray lightly and wipe dry with a

clean, lint-free cloth or paper towel.

Uses

Windows, mirrors,

windshields, glass TV

and computer screens

FAQsQ. Does L.O.C. Plus Glass Cleaner contain a coconut oil derivative?

A. Yes. L.O.C. Plus Glass Cleaner contains soil lifting, low-streaking surfactants coconut oil.

Q. Is L.O.C. Plus Glass Cleaner effective at removing cigarette smoke residue?

A. Yes. L.O.C. Plus Glass Cleaner is effective at removing cigarette smoke stains.

Q. What’s the difference between L.O.C. Plus Glass Cleaner and L.O.C. Plus Aerosol Glass

Cleaner/SEE SPRAY?

A. The aerosol L.O.C. Plus Aerosol Glass Cleaner/SEE SPRAY is a ready-to-use foaming glass cleaner that

contains an anti-fog agent, particularly useful for cleaning bathroom mirrors and any other applications where

glass fogging may occur. L.O.C. Plus Glass Cleaner concentrate is an economical choice for cleaning most

glass to a streak-free shine.

93

L.O.C.™ Plus Aerosol Glass Cleaner/SEE SPRAYProduct Profile – This aerosol foam window cleaner clings to

surfaces quickly and easily cutting through grease, grime, and

film build-up without streaking or smearing.

Key Selling Messages – Key selling messages convey the

most important selling features of a particular product. They

make great sell copy and should be as prominent as possible,


Banish steamy bathroom glass with the powerful anti-fog formula

of L.O.C. Plus Aerosol Glass Cleaner/SEE SPRAY. This formula

guards against steamed up windows while cutting through

grease and grime to keep your home cleaner, clearer and

brighter longer.

Features

Provides streak-free shine

Cuts through and removes soil and grime easily (in Japan, add “including cigarette smoke”)

Versatile

Contains ammonia, degreasers, and a special steam-barrier ingredient

Contains a biodegradable surfactant. Contains no chlorofluorocarbons (this statement cannot be used in Europe)

Benefits

No streaking or smearing


Can be used on glass and most other shiny surfaces (not recommended for exterior automobile windows)

Reduces fogging on mirrors, windows and non-coated interior car windows

Environmentally responsible

Demo #2L.O.C.™ Plus Glass Cleaner No Streaking Demonstration

PurposeTo illustrate the ability of L.O.C. Plus Glass Cleaner to leave

a streak-free shine.

Materials Needed Eye dropper or pipette

Paper towels

Glass mirror

L.O.C. Plus Glass Cleaner diluted to 1:3 with water in spray bottle

Directions5. Fold a section of paper towel in half three times, creating an

“applicator” that is eight layers thick.

6. Use one eyedropper to carefully apply 0.5 ml of L.O.C. Plus Glass

Cleaner to the folded edge of the paper towel.

7. Hold the folded paper towel at a 45º angle and gently touch the

wet edge to the mirror. Smoothly rub the surface with six passes

to fully wet the surface.

8. After 5–10 seconds, look at the mirror surface.

ResultThe mirror surface treated with L.O.C. Plus Glass Cleaner is sparkling

clean with no streaks or smudges.

92

95

FAQsQ. What’s the difference between the L.O.C.™ Plus Aerosol Glass Cleaner/SEE SPRAY

and L.O.C. Plus Glass Cleaner?

A. The L.O.C. Plus Aerosol Glass Cleaner/SEE SPRAY is a ready-to-use foaming glass cleaner that contains an

anti-fog agent particularly useful for cleaning bathroom mirrors and any other applications where glass fogging

may occur. L.O.C. Plus Glass Cleaner concentrate is an economical choice for cleaning most glass to a streak-

free shine.

The following bolded words are focus words that describe the primary features and benefits of L.O.C.™

Plus Aerosol Glass Cleaner/SEE SPRAY. These sound bites make great ad campaign material!

AEROSOL FOAM – Will not run or drip like liquid sprays.

ANTI-FOG – Revolutionary formula contains anti-fog agent reducing fogging on mirrors, windows

and interior car windows.

POWERFUL – Easily cuts through tough grease, grime and film build-up.

VERSATILE – Safely cleans all glass surfaces, appliances, chrome and porcelain.

SAFE – Contains biodegradable surfactants; contains no chlorofluorocarbons (CFCs).

STREAK-FREE – Leaves glass crystal clear with a streak-free shine.

94Usages

Spray lightly and wipe dry with a clean, lint-free cloth or paper towel

Uses

Windows, mirrors,

windshields, glass TV and

computer screens (not for

use on plasma screens, LCD

screens, non-glass computer

monitors, tinted windows,

windows coated with plastic

film, or exterior automobile

windows.

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97

L.O.C.™ Plus Soft Cleanser/SCRUB BRITEProduct Profile – Helps to keep surfaces clean and bright without

harsh scratching. This powerful, mildly abrasive formula easily

removes soap scum, oily and greasy soils, and hard water

stains and deposits.


important selling features of a particular product. They make

great sell copy and should be as prominent as possible,


A little super power from L.O.C. Plus Soft Cleanser/SCRUB BRITE is all you may ever need to remove tough

soap scum and hard water deposits in your home. Its triple action formula scrubs out tough stains, delivering

a scratch-free clean.

Features

Patented formula contains a unique blend of three high performance ingredients: cleaning surfactants, a natural citrus solvent and a mild abrasive

Rich, creamy formula

Fresh, appealing citrus scent

Contains biodegradable surfactants(This statement cannot be used in Europe)

No phosphates

Benefits

Cleans tough soil, greasy dirt, soap scum, hard water and bathroom soils quickly and without scratching

Safely and effectively cleans and shines ceramic, porcelain, stainless steel, laminated countertops, aluminum, chrome, fiberglass and glass without scratching

Smells clean and leaves a fresh, lasting scent

Breaks down into carbon dioxide and water

Does not promote algae growth

96

DemoL.O.C.™ Plus Aerosol Glass Cleaner/SEE SPRAYAnti-Fog Demonstration

PurposeTo show how L.O.C. Plus Glass Cleaner/SEE SPRAY prevents fogging.

Materials NeededTwo small mirrors – mark one ”L.O.C. Plus Glass Cleaner/

SEE SPRAY” and the other “untreated”

Lint free cloth

L.O.C. Plus Glass Cleaner/SEE SPRAY

Directions1. Ask a volunteer to breathe on the untreated mirror to show how warm, moist air can steam a glass surface.

2. Apply L.O.C. Plus Aerosol Glass Cleaner/SEE SPRAY onto the other mirror. Wipe clean with the

lint-free cloth.

3. Ask the volunteer to breathe on the treated mirror.

ResultThe treated mirror will not cloud up, showing how L.O.C. Plus Aerosol Glass Cleaner/SEE SPRAY prevents

fogging. Explain that this feature makes it especially suitable not only for bathroom mirrors, but also on

interior automobile windows where visibility is critical.

ImageAvailable

on Brandnet Soon.


Soft Cleanser/SCRUB BRITE. These sound bites make great ad campaign material!

EFFECTIVE – Triple combination liquid formula gently and safely cleans tough kitchen and bathroom soils

without scratching or heavy rubbing, leaving no gritty residue.

VERSATILE – Ideal for kitchen sinks, countertops, bathtubs, ceramic tiles, showers, faucets

and bathroom fixtures.

POWERFUL – Contains two cleaning surfactants, a fast acting natural citrus solvent and

a mild abrasive, no scrubbing required.

9998

FAQsQ. Do I need to let L.O.C.™ Plus Soft Cleanser/SCRUB BRITE soak on tough stains for it to work?

A. Depending on the difficulty of the task, allowing L.O.C. Plus Soft Cleanser/SCRUB BRITE to soak on tough

soils or stains will allow the natural citrus solvent and the surfactants to penetrate and loosen them, making

cleaning easier.

Q. Can I use L.O.C. Plus Soft Cleanser/SCRUB BRITE to clean my glass stove top?

A. Yes; L.O.C. Plus Soft Cleanser/SCRUB BRITE is gentle enough to use on modern, smooth-top cooking

surfaces without harm.

Q. Does L.O.C. Plus Soft Cleanser/SCRUB BRITE contain a coconut oil derivative?

A. Yes, L.O.C. Plus Soft Cleanser/SCRUB BRITE contains a soil lifting surfactant coconut oil.Usages

Apply L.O.C. Plus Soft Cleanser/SCRUB BRITE directly onto surface

or damp sponge. Scrub surface. Rinse or wipe clean with a damp

sponge or cloth.

Uses

In the bathroom, great on

ceramic tiles, showers, shower

doors, toilets, fixtures, sinks

and bathtubs.

Mild enough to clean

mirror finished stainless steel

cookware without scratching.

101100

Demo #1L.O.C.™ Plus Soft Cleanser/SCRUB BRITEGentleness Demonstration

PurposeTo show the gentleness of L.O.C. Plus Soft Cleanser/SCRUB BRITE by

applying the product onto an easily scratched material. This demo

may be done with L.O.C. Plus Soft Cleanser/SCRUB BRITE alone

or it may be done with our product and a competitive soft cleanser.

Materials Needed Aluminum foil (any brand)

Small sponges or cloth sections

Soft drying cloth or towel

Warm tap water

L.O.C. Plus Soft Cleanser/SCRUB BRITE

Competitive soft cleanser (optional)

DirectionsSet-up/Preparation Time: Approximately 5 minutes

Demonstration Time: Approximately 5 minutes

1. Dispense and tear a 30 cm. x 30 cm. (10” x 10”) section of aluminum foil from its roll.

2. Dampen a small sponge or cloth section with warm water and dispense a small amount of L.O.C. Plus Soft

Cleanser/SCRUB BRITE onto this sponge or cloth.

3. Apply the L.O.C. Plus Soft Cleanser/SCRUB BRITE from the sponge or cloth onto the section of aluminum foil.

Using moderate pressure, rub the cleanser back-and-forth along a straight line on the foil.

4. Rinse the aluminum foil to remove any L.O.C. Plus Soft Cleanser/SCRUB BRITE residue, and then dry the foil

with a soft drying cloth or towel.

5. Lay the aluminum foil section flat on a countertop and evaluate the section scrubbed with product.

6. (Optional) Repeat steps 2–5 using a competitive product. Most competitive “soft” cleansers will leave

severe scratches on aluminum foil.

ResultEven though aluminum foil is easily scratched, L.O.C.™ Plus Soft Cleanser/SCRUB BRITE left little or no visible

scratches on the aluminum foil. The scrubbed section is still shiny!

Demo #2L.O.C.™ Plus Soft Cleanser/SCRUB BRITEGentleness Demonstration

PurposeTo demonstrate how L.O.C. Plus Soft Cleanser/SCRUB BRITE gently and effectively removes soap scum,

hard water films and food and beverage stains without scratching.

Materials Needed L.O.C. Plus Soft Cleanser/SCRUB BRITE (without bleach) – available in North America only

A competitive “soft” cleanser such as Soft Scrub* (North America only)

A volunteer

Directions1. Place 2–3 drops of L.O.C. Plus Soft Cleanser/SCRUB BRITE (without bleach) – available in North America

only on the end of the volunteer’s right index finger.

2. Place 2–3 drops of Soft Scrub* on the end of the volunteer’s left index finger.

3. Ask the volunteer to simultaneously rub each product between the thumb and index finger

using a circular motion.

4. Ask the volunteer if she/he notices a difference between the abrasiveness of the two products.

Ask which product feels smoother.

ResultThe difference will be clear. The volunteer will say the L.O.C. Plus Soft Cleanser/SCRUB BRITE (without bleach)

– available in North America only – feels milder to the touch, demonstrating that it will be gentler on the surfaces

it was designed to clean than the competition.NOTE: Ask the volunteer to wash hands thoroughly with soap and water after the demonstration.

*Trademark: Soft Scrub (The Clorox Co., Oakland, CA, USA)

ImageAvailable

on Brandnet Soon.

103102

L.O.C.™ Plus Metal CleanerProduct Profile – Combining chemical action with abrasive

action, L.O.C. Plus Metal Cleaner safely and effectively removes

tarnish and heat burns from un-lacquered copper, solid brass, and

stainless steel cookware.


important selling features of a particular product. They make great

sell copy and should be as prominent as possible, preferably in

the headline.

Attack deep tarnish and heat stains with the muscle of L.O.C.

Plus Metal Cleaner. Our aggressive abrasive formula rejuvenates

cookware and metal items returning them to their original sparkling

glory, no hard scrubbing required.

Features

Dual cleaning formula, using a chemical and abrasive action formula

Non-caustic

Economical squeeze tube design

Benefits

Removes blue heat burns and tarnish from un-lacquered metal surfaces; leaves a lasting brilliance that restores many of your favourite metal items

Gentle to hands

Allows application without spilling

105104

The following bolded words are focus words that describe L.O.C.™ Plus Metal Cleaner’s primary features and

benefits. These sound bites make great ad campaign material!

POWERFUL – Dual cleaning action formula (abrasive and chemical action) removes heat burns and tarnish

from pots and pans.

CONTROL – Spill-free paste formula clings to surfaces without running, allowing you target specific

cleaning areas.

NO RESIDUE – Non-caustic formula leaves surfaces squeaky clean, no residue allowed!

FAQsQ. What is the difference between L.O.C.™ Plus Soft Cleanser/SCRUB BRITE and L.O.C. Plus Metal Cleaner?

Do I need both?

A. L.O.C. Plus Metal Cleaner contains a much more aggressive abrasive than L.O.C. Plus Soft Cleanser/

SCRUB BRITE (without bleach) – available in North America only. While L.O.C. Plus Metal Cleaner is great for

tough deposits on pots and pans, L.O.C. Plus Soft Cleanser/SCRUB BRITE (without bleach) – available in North

America only – is gentle enough to use on a wide variety of surfaces throughout the home.

Q. Does L.O.C. Plus Metal Cleaner need to soak on tough spots first?

A. No. Apply L.O.C. Plus Metal Cleaner according to the use instructions for best results.

Q. Can L.O.C. Plus Metal Cleaner be used to prevent stains?

A. No. L.O.C. Plus Metal Cleaner is not designed to prevent stains from occurring.

Usages

Apply with soft sponge or cloth and rub gently. Rinse with warm

water. While wet, wipe dry and polish with soft cloth.

Uses

Easy-to-use paste for stainless

steel pots and pans, utensils,

and tableware (CAUTION:

not recommended for large

stainless steel surfaces

[refrigerator doors,

countertops, etc.] or

mirrored surfaces)

Demo #1L.O.C.™ Plus Metal Cleaner Tarnish Removal Demonstration

PurposeTo show how easy L.O.C. Plus Metal Cleaner is to use and how

effectively it removes tarnish.

Materials Needed Tarnished copper coin (example: a U.S. penny)

Clean cloth

L.O.C. Plus Metal Cleaner

Directions1. Squeeze a small amount of L.O.C. Plus Metal Cleaner onto

each side of the coin.

2. Rub coin with your fingers for a moment.

3. Polish coin with cloth and rinse fingers with water to remove

any residue.

ResultThe coin shines like new, which is just how cookware will look after

using L.O.C. Plus Metal Cleaner.

CAUTION

Because L.O.C. Plus Metal Cleaner contains an abrasive agent to help remove tarnish and

corrosion, the product is not recommended for use on “mirror finish” copper, brass, or

stainless steel (including the shiny portions of cookware). Additional surfaces on which it is not

recommended are aluminum, stainless steel appliances, highly polished silver, bronze, copper

and brass, lacquered finished metals, or any non-metal surfaces.

107106

L.O.C.™ Towelettes/Mini-Wipes Product Profile – The convenience of the world’s most versatile cleaner in convenient, portable pouches filled with towelettes that can be used anywhere!

Key Selling Messages – Key selling messages convey the most important selling features of a particular product. They make great sell copy and should be as prominent as possible, preferably in the headline.

Bring the trusted clean of L.O.C. Multi-Purpose Cleaner with you wherever you go with convenient towelettes; always as safe as water on any washable surface.

Features

Compact, resealable package

Safe for cleaning any surface that water will not damage

Each towelette treated with a diluted L.O.C. Multi-Purpuse Cleaner solution

Acceptable for use on food contact surfaces in the home

Low skin-irritation potential; dermatologically tested

Dries quickly; does not need rinsing

Contains effective cleaning agents

Fresh fragrance

Cottony-soft fabric; strong; resists tearing

Benefits

Convenient and portable

Can be used to clean just about everything

Performance equal to L.O.C. Multi-Purpuse Cleanerat the standard bucket dilution

Safe for use on food contact areas such as dining tables and kitchen counters

Great for hand cleaning

Convenient, one-step cleaning

Cleaning power in every towelette

You will love the fresh scent

Soft and long-lasting

The following bolded words are focus words that describe the primary features and benefits

of L.O.C.™ Towelettes/Mini-Wipes. These sound bites make great campaign material!

VERSATILE – If water won’t hurt it, it’s safe to clean it with L.O.C. Towelettes/Mini-Wipes.

CONVENIENT – Your favorite cleaner goes anywhere you go!

EFFECTIVE – Works like diluted L.O.C. Multi-Purpose Cleaner on a variety of cleaning tasks.

SAFE – Gentle on your hands and the most sensitive washable surfaces.

109108

L.O.C.™ Plus WipesProduct Profile – Combine L.O.C. Plus Wipes with any of three L.O.C. Plus cleaning concentrates – Kitchen, Bath or Glass – for a customized clean that is quick, effective, convenient, and streak-free.

Key Selling Messages – Key selling messages convey the most important selling features of a particular product. They make great sell copy and should be as prominent as possible, preferably in the headline.

Combine L.O.C. Plus Wipes with any of three L.O.C. Plus cleaning concentrates – Kitchen, Bath, or Glass – for a customized clean that is quick, effective, convenient, and streak-free. There’s no quicker way to get the upper hand on dirt.

FAQsQ. Do L.O.C. Towelettes/Mini-Wipes kill germs?

A. No. L.O.C. Towelettes/Mini-Wipes are not a biocidal product, so they do not kill germs. However,

washing hands is an excellent way to reduce the risk of spreading germs. L.O.C. Towelettes/Mini-

Wipes provide a convenient way to clean your hands when soap and water are not available.

Usages

For cleaning all washable surfaces: Rub/wipe soil or stain with towelette. No rinsing necessary.

For cleaning hands: Rub hands thoroughly with towelette. Let hands air dry.

For cleaning stains on colourfast fabrics: Blot soil or stain with towelette and let dry.

Uses

On-the-go cleaning for all washable surfaces.

Hand cleaning

Stain removal on colourfast fabrics

Features

L.O.C. Plus Wipes use the performance proven formulas featured in L.O.C. Plus products

Ideal for use with L.O.C. Plus Glass Cleaner, L.O.C. Plus Bathroom Cleaner, or L.O.C. Plus Kitchen Cleaner

Concentrated formulas mix with water to saturate the dry wipes with easy-to-follow directions printed right on the canisters

Rechargeable wipes

Comes with four translucent canisters, four dry rolls of wipes (40 sheets apiece), and a dozen canister labels

Benefits

Guaranteed to make cleaning the house the easiest homework you’ve ever had

Customize according to your cleaning needs

Quick and easy to prepare your customized formula

Unlike the competition, in the unlikely event that the wipes dry out, just add more water and cleaner so you never waste or lose product

Incredible value for the money

The following bolded words are focus words, which describe L.O.C.™ Plus Wipes features and benefits. These

sound bites make great campaign material!

CUSTOMIZABLE – You choose which L.O.C. Plus product with which to infuse the wipes.

VERSATILE – Custom formulas and convenient canister make it easy to take clean wherever you need it!

EFFECTIVE – L.O.C. Plus formulas ensure that you always get the proven performance you’ve come

to rely on.

NO WASTE – Rechargeable wipes ensure you’ll never have to throw out dried-up towelettes.

111110

FAQsQ. How long will the wipes last without drying up?

A. Storage conditions will cause varying results. In normal storage

conditions (room temperature, in-home storage), the product will

last up to a year, but we recommend use within six months.

Q. If my wipes dry up, how do I recharge them?

A. Knowing how much product/water to add is dependent on

how many wipes are still left in the canister. In this situation, we

recommend mixing product and water in a measuring cup. Do not

remove wipes to recharge. Simply consult the chart included with

the product for specific recharge guidelines.

Q. How are the L.O.C.™ Plus Wipes different from the

L.O.C. Towelettes/Mini-Wipes?

A. L.O.C. Plus Wipes are more job specific than L.O.C.

Towelettes/Mini-Wipes. They were designed to be a convenient

way to provide your favorite L.O.C. Plus formulas in a ready-to-use

form for quick touch-ups around the home.

Q. Will different dilution rates affect the performance

of the product?

A. Yes. If too much of the product concentrate is added,

streaking may occur. If too little of the product is added,

cleaning performance will be reduced.

Usages

Wipe away dirt and grime with easy to use towelettes

Uses

Follow guidelines for each

specific formula used

113112

Demo #2L.O.C.™ Plus Wipes – Glass CleanerDemonstration: No Streaking

PurposeTo show the streak-free cleaning performance of L.O.C. Plus Wipes

treated with diluted L.O.C. Plus Glass Cleaner.

Materials Needed Wooden tongue depressor

Cigarette lighter

Glass mirror (4” x 6”, 10 cm. x 15 cm.)

L.O.C. Plus Wipes treated with diluted L.O.C. Plus Glass Cleaner

Small glass of water

DirectionsApproximate set-up/preparation time: 5 minutes

Approximate demonstration time: 5 minutes

1. Use the cigarette lighter to carefully set the tip of the tongue depressor on fire.

2. Hold the glass mirror face down at a 45° angle over the burning tongue depressor. By holding the flame

close to the glass, soot will quickly accumulate on the mirror.

3. Extinguish the tongue depressor in the glass of water. Place the soiled mirror face up on a flat surface. With

a single L.O.C. Plus Wipe treated with Glass Cleaner solution, wipe half of the sooty glass in one motion to

remove the soil.

ResultThe half of the soiled mirror wiped with the L.O.C. Plus Wipe is completely clean with no streaky residue.

Just one treated wipe removed this heavy, greasy soil from the mirror section.

Demo #1L.O.C.™ Plus Wipes – Kitchen Cleaner Demonstration: Kiss Grease Goodbye

PurposeIllustrate the excellent grease cutting power of L.O.C. Plus

Kitchen Cleaner.

Materials Needed Vegetable shortening

Chili powder or paprika

Wooden tongue depressor

Small paper cup

White plastic laminate (eggshell texture – samples often available at home improvement stores)

L.O.C. Plus Wipes treated with diluted L.O.C. Plus Kitchen Cleaner

DirectionsApproximate set-up/preparation time: 5 minutes

Approximate demonstration time: 5 minutes

1. Use the tongue depressor to scoop some shortening into the paper cup.

2. Pour a generous amount of chili powder or paprika into the shortening and mix thoroughly. This provides

colour to the shortening to make the soil more visible.

3. Use your finger to smear an even stripe of the coloured shortening across the laminate surface.

4. With a single L.O.C. Plus Wipe treated with Kitchen Cleaner solution, wipe half of the shortening stripe

in one motion to remove the soil.

ResultThe half of the shortening stripe wiped with the L.O.C. Plus Wipe is completely clean with no streaky residue!

Just one treated wipe removed this heavy, greasy soil from the countertop surface.

ImageAvailable

on Brandnet Soon.

ImageAvailable

on Brandnet Soon.

Brand Support

115114

L.O.C.™ Brand HistoryAmway’s business was founded on the fact that everyone needs

to keep things clean, and everyone could use some help with

that. Amway’s very first product was FRISK liquid organic

concentrate, a cleaning solution with literally hundreds of

uses around the home. FRISK was one of the world’s first

biodegradable, concentrated multi-purpose cleaners. Its name

was changed not long afterwards to reflect the product’s features,

and a worldwide brand was born: L.O.C.

1959L.O.C. Liquid Organic Concentrate (formerly FRISK) is launched

as Amway’s first product.

It can be said that the history of Amway began with L.O.C.

because it was the very first product the company ever launched. In fact, it was a product of many “firsts.”

L.O.C. originally stood for Liquid Organic Concentrate because it was one of the first readily biodegradable

multi-purpose cleaners available and also because it was one of the first highly concentrated products on the

1959L.O.C. original Multi-purpose Cleaner introduced as “Liquid Organic Concentrate”

1960AMWAY™ Copper Cleaner launches

L.O.C.™ Products Timeline

L.O.C.™ Brand History .............115

Graphic Timeline ............. 115–120

Science Behind the Brand ..........122

L.O.C. Brand

Patent Information ................. 127

Global Research

and Development .................. 128

The Future of L.O.C.

and L.O.C. Plus Products ...........131

Fun Facts ...............................132

Frequently Asked Questions .......133

A Primer on Branding ...............136

Here is a timeline for the launch of the original products that were later reformulated or repositioned to become the L.O.C. product line.

117116

1960 – 1969L.O.C.™ Liquid Organic Cleaning Concentrate

launched in Canada.

In 1961, “L.O.C.” was registered as the official trademark for

the product – primarily because that’s how most people referred

to it. Later that year, L.O.C. With Suds formula was introduced,

primarily to satisfy the consumer’s need to “see” suds in tasks such

as dishwashing.

In 1963, L.O.C. Liquid Organic Cleaning Concentrate was

featured in two national U.S. publications, Newsweek and the

Science News Letter.

In 1964, L.O.C. Concentrate was named “Product of the Year” by

the Grand Rapids, Michigan (USA) Chamber of Commerce.

In 1965, U.S. newscaster Paul Harvey, who was carried on more

than 300 radio stations nationwide, became a spokesperson for

AMWAY™ products, including L.O.C. Concentrate.

market. The concept of making “a little bit go a long way” was relatively new, but quickly caught on because

people could see that it saved money and created less waste.

L.O.C.™ Multi-Purpose Cleaner was also remarkable because it was one of the very first cleaning products that

contained no phosphates. This was at a time when people were just beginning to learn about the harmful effects

of water pollution on the environment.

Introduced as a versatile, multi-purpose “big job” cleaner that could tackle a broad range of household cleaning

tasks, L.O.C. Multi-Purpose Cleaner could be used on ”anything water can’t hurt,” from walls, floors, and

windows, to laundry stains, appliances, and patent leather! In fact, it was so versatile, that its formula has

remained virtually unchanged.

From the start, L.O.C. Multi-Purpose Cleaner reflected the commitment to quality that is the hallmark of

AMWAY™ products. A trusted name in concentrated household cleaners since 1959, L.O.C. has evolved

today into an umbrella brand that encompasses a wide range of powerfully effective household cleaners.

With their long heritage of performance and strength, these task-specific, convenient products tackle the

toughest household cleaning challenges. No other brand has such an outstanding reputation for

consistent, reliable performance. Note: The name of the original L.O.C. product was changed to L.O.C. Multi-Purpose Cleaner when it replaced the Regular and High Suds

formulas in 2000.

1961L.O.C. with Suds introduced; original formula becomes L.O.C. Regular

1964SEE SPRAY™ Aerosol launches

1968Formula for L.O.C. with Suds is improved and name changes to L.O.C. High Suds

1969ZOOM™Concentrate launches

AMWAY Copper Cleaner name changes to AMWAY Metal Cleaner

119118

L.O.C.™ Cleaner’s “square quart” bottle was replaced

with a new “square 1 litre” bottle to reflect growing

popularity around the world.

In 1996, the Super Concentrated Cleaning System

was introduced with an innovative sprayer system that

automatically diluted the products.

2000 – 2005L.O.C. products launched in Croatia and Singapore.

In 2000, the two L.O.C. products, Regular and High Suds, were reformulated into one high performance

product: L.O.C. Mutli-Purpose Cleaner, the most versatile cleaning product in the world!

In 2001, Amway/Quixtar introduced the L.O.C. Plus products, each with their own specific formulas with

features and benefits to satisfy an entire range of household cleaning needs. This complete line of L.O.C. and

L.O.C. Plus products can be trusted to provide the same level of dependability, quality, and superb performance

that consumers worldwide have come to expect from this well known name.

L.O.C. Plus Bathroom Cleaner – a highly effective formula was created specifically for tough bathroom jobs

including soap scum, hard water stains, and lime scale deposits.

In 1968, a new high suds formula was introduced to cut through grease faster than ever.

The two products were then known as L.O.C.™ Regular and L.O.C. High Suds.

1970 – 1979L.O.C. Cleaner launched in Australia, UK, Hong Kong, Germany, Malaysia, France,

Netherlands, and Japan.

L.O.C. Square bottle was introduced.

1980 – 1989L.O.C. Cleaner launched in Switzerland, Taiwan, Belgium, Austria, Panama, Italy, New

Zealand, Spain, Thailand, and Guatemala.

1990 – 1999 L.O.C. Cleaner launched in Mexico, Korea, Hungary, Brazil, Macau, Portugal,

Indonesia, Poland, Argentina, Brunei, Czech Republic, Turkey, Slovakia, El Salvador,

Honduras, Chile, China, Slovenia, Uruguay, Costa Rica, Greece, Colombia, Philippines,

South Africa, Romania, Dominican Republic, India, Venezuela, Haiti, Denmark, Finland,

Norway, and Sweden.

1974SEE SPRAY™ Concentratelaunches

1991SCRUB BRITE™ Soft Cleanser launches

1998L.O.C. Towelettes/ Mini-Wipeslaunches

2000L.O.C. Plus concentrated line launches –

L.O.C. Plus Kitchen Cleaner


L.O.C. Plus Daily Shower Cleaner

L.O.C. Plus Glass Cleaner

121120

2003Ready-to-use “Blue Label” launches including L.O.C. Plus Metal Cleaner, L.O.C. Plus Soft Cleanser/SCRUB BRITEL.O.C. Plus Aerosol Glass Cleaner/SEE SPRAY

2004L.O.C.Plus Wipes

L.O.C.™ Plus Daily Shower Cleaner – This product was formulated to leave shower surfaces sanitary

and fresh smelling better than ever without wiping or scrubbing.

L.O.C. Plus Glass Cleaner – a reformulated version of SEE SPRAY™ Liquid to cut through built-up grease,

dirt, smoke film, and more.

L.O.C. Plus Kitchen Cleaner – a reformulated version of ZOOM™ Concentrate to quickly cut through

and remove the toughest grease and grime and leave a streak-free shine.

In 2003, the “blue label” L.O.C. Products launch:

L.O.C. Plus Metal Cleaner – This non-caustic formula safely and effectively removes heat burns and tarnish

on copper, brass and stainless steel.

L.O.C. Plus Soft Cleanser/SCRUB BRITE – This gentle cleanser safely cleans all kitchen and bathroom

surfaces without scratching.

L.O.C. Plus Aerosol Glass Cleaner/SEE SPRAY – This is the world’s first foaming anti-fog glass cleaner.

In 2004, convenient, easy-to-use L.O.C Plus Wipes launch.

In 2005, the L.O.C. Plus products launch in China.

123122

Science Behind the BrandThe key to effective cleaning starts with understanding different soils and what they’re made of. Acid or alkaline?

Water-soluble or not? By finding answers to these and other questions, we can find ways to eliminate such soils.

The L.O.C.™ Brand is based on decades of experience and state-of-the-art research. The result is a range of

products consumers can use with confidence, products that meet household needs and deliver results, time

after time.

Understanding stains has allowed L.O.C. scientists to create a range of products for specific cleaning tasks.

What makes a cleaner?To understand the chemistry of cleaning, we need to understand the three main types of ingredients used in

household cleaners.

1) Surfactants – chemical moversSurfactants are cleaning compounds that loosen stains from the surface of the item being cleaned. Surfactants

release stains from the surface and hold them in the cleaning solution so they can be rinsed or wiped away.

2) Builders – neutralizing stainsBuilders are ingredients that help surfactants to work by reacting with certain kinds of stains.

There are two types of builders that deal with stains of different kinds:

Acidic builders tackle acid-type stains. They are particularly useful in the kitchen for dealing with

fats and oils, that are acidic.

Alkaline builders are used to tackle alkaline-based stains, such as hard water deposits.

Not all cleaners can be formulated with builders, as they can be harmful to some sensitive surfaces.

They can also cause skin irritation after prolonged use.

3) Solvents – penetrating power for stubborn choresSolvents are liquids that can dissolve certain materials, just as water dissolves salt. Some cleaning products

contain solvents because of their ability to penetrate and remove stubborn residues. Due to their penetrating

power, cleaners that contain solvents are not always suitable for use on some surfaces.

The following chart shows which L.O.C.™ and L.O.C. Plus Products contain solvents and surfactants

and acid or alkaline builders:

PRODUCT: SURFACTANTSBUILDERS

(ACIDIC)

BUILDERS

(BASIC/ALKALINE)SOLVENTS

PRODUCT:

L.O.C. Plus Soft Cleanser/SCRUB BRITE

L.O.C. PlusMetal Cleaner

SOFT, ABRASIVES

Yes, (calcium carbonate – Mohs hardness = 3)

None

HARD ABRASIVES

None

Yes, (Silica – Mohs hardness = 7)

CONTRIBUTION FROM SURFACTANTS &

SOLVENTS

High

Low

X

X

X

X

X

X

X

X X

X

X X

X X

X X X


L.O.C. Plus Kitchen Cleaner


L.O.C. Plus Glass Cleaner

L.O.C. Plus Aerosol Glass Cleaner/SEE SPRAY

L.O.C. DailyShower Cleaner

L.O.C.Towelettes/Mini-Wipes

X

125124

Bob FaberCreative Force Behind L.O.C.™ Cleaning Power

Bob Faber joined Amway in 1981, and since then he has helped

the company develop more than 50 consumer product formulas,

receiving 11 U.S. patents. He also received the company’s coveted

annual R & D Creativity Award in 1995 and was a finalist three times

before that.

L.O.C. is a brand Bob knows, quite literally, inside and out.

Commenting on the original product – with its trade secret formula

– Bob says there are two things that make it unique:

“One, its versatility. The formulation of L.O.C. Multi-Purpose Cleaner allows it to clean anything water won’t

hurt. It can be used to effectively clean anything from all types of washable hard surfaces to delicate fabrics.

No other product does so many things as well as L.O.C.

Two, its concentration. Most other multi-purpose cleaners can be diluted up to 1:65; L.O.C. Multi-Purpose

Cleaner has always been effective in hard surface cleaning at a 1:130 dilution.

Bob feels that while the L.O.C. Multi-Purpose Cleaner represents “the most versatile product in our hard surface

cleaning line,” the L.O.C. Plus products carry on that tradition. “This family of specialty task cleaners is really a

response to modern cleaning challenges,” he explains. “They provide very task specific cleaning performance

on certain challenges that consumers face today. Formulated with the heritage of the original L.O.C. Multi-

Purpose Cleaner, these products share many of those same attributes that our customers have come to know and

love. With their targeted performance to specific cleaning tasks in the home, they have become indispensable

additions to our total product line.”

Bob says the most rewarding part of his job “is the sense of accomplishment that comes with the introduction of

another high quality product, knowing there are consumers around the world who will benefit from it. Touching

people with one’s creative efforts is eminently satisfying.”

THE SPECIALISTSFor more than four decades, the

L.O.C.™ Brand and its team of

scientists have prided themselves

on bringing you extraordinary

products you can trust.

Home Care research scientists

have developed specially-

formulated products to target

certain stains, from the kitchen

to the bathroom.

“The L.O.C. Brand really represents the very best of our hard surface cleaning line.”

127126

L.O.C.™ Brand Patent InformationThe following L.O.C. and L.O.C. Plus Products have been awarded U.S. patents:

L.O.C. Plus Kitchen Cleaner – U.S. Pat. No. 6,387,871 B1 and U.S. Pat. No. 6,489,285 B2. These two patents are very similar; No. 6,387,871 B1 covers the core formula with an anionic/nonionic

surfactant blend while No. 6,489,285 B2 covers the Germany/U.K. formula with a cationic/nonionic

surfactant blend.

Both patents describe a dilutable, non-rinse hard surface cleaner that includes I) a) a combination of a specific

nonionic surfactant and a cationic surfactant or b) a combination of a specific nonionic surfactant and an

anionic surfactant, along with II) water soluble glycol ethers, III) builders, IV) orange oil, and V) water.

L.O.C. Plus Bathroom Cleaner – U.S. Pat No. 5,925,606.This patent describes a liquid cleaning composition containing a carboxylic acid, surfactant, and organic

solvent. The composition is particularly effective at removing soap scum, limescale and hard water spots

from tubs, tile and showers.

L.O.C. Plus Daily Shower Cleaner – U.S. Pat No. 6,350,727.This patent describes an aqueous no-scrub, no-wipe cleaning composition containing a) a partial salt of EDTA

and a water-soluble amine, b) an alkylpolyglycoside surfactant, c) an alkyl ether carboxylate surfactant, and d)

an ethoxylated alcohol surfactant. A method of cleaning soiled surfaces is disclosed that provides surfaces that

are substantially streak-free.

L.O.C. Plus Scrub Cleanser/SCRUB BRITE – U.S. Pat. No. 5,281,354.This patent describes a liquid, hard surface cleanser comprising a terpene solvent (orange oil), a water miscible

solvent, an amide surfactant, and (optionally) a water insoluble abrasive agent.

129128

Global Research and DevelopmentInvestment in quality is the core of the L.O.C.™ Brand. Our dedicated teams use advanced scientific techniques

to develop and improve L.O.C. and L.O.C. Plus products, which are made in integrated manufacturing and

packaging facilities. From start to finish, L.O.C. and L.O.C. Plus products are in the hands of experts, not

outside vendors, giving you the confidence of unrivalled quality control and attention to customers’ needs.

It’s this attention to detail that enables L.O.C. and L.O.C. Plus products to deliver extraordinary results.

Under the global L.O.C. Brand, these products have been formulated and tested to perform at optimal levels

under local conditions, such as different water types, cleaning conditions, and climates. The latest trends

are studied, new formulations are researched, and even break-through packaging designs are tested so that

consumers can be confident that our products meet their needs. Innovation and advanced technologies are the

keys to the superior performance. In a development and manufacturing facility measuring a mile (1.6km) long,

a team of scientists and technicians work to continuously improve L.O.C. branded products and develop new

ones that meet proven customer needs around the world. In control at every stage, they even tailor products to

meet specific regulations or customer preferences in different markets.

Our R&D facilities include:

103 research and development laboratories worldwide:

38 labs at World Headquarters, Ada, Michigan, USA

65 labs worldwide

Over 400 scientists, engineers and technical staff—including 22 who hold Ph.D. degrees from leading universities around the world

Product Development Team Researches new technologies and investigates new and unique ways to use

existing technologies for L.O.C. products:

Serves more than 50 countries

Evaluates competitive products

Develops demonstrations for L.O.C. products

Develops and supports product claims

Quality Assurance/Analytical Services TeamTests L.O.C.™ and L.O.C. Plus products to assure they conform

to our highest standards:

Develops new methods for more efficient testing

Evaluates product shelf life

Evaluates competitive products to help guide future L.O.C.

product development

Technical Regulatory Support TeamEvaluates L.O.C. products to make sure they conform to technical

regulations in a wide range of areas:

Product formulas

Product packaging

Product safety

Product registration

Product labeling

This is done for every market where L.O.C. and L.O.C.

Plus products are sold.

Project Management TeamCoordinates activities between different groups involved in product

development to assure:

Products meet all essential criteria

Products are delivered on time

Products are developed in the most cost-effective manner possible

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131130

ManufacturingAfter formulation and testing, just as much care goes into manufacturing. The L.O.C.™ team works to the highest

quality standards in the industry, ensuring every bottle is as safe and effective as it can be. The manufacturing

plant has the capacity to handle more than 1 million litres of liquid products and ingredients at any time. The

L.O.C. Brand’s dedicated staff uses state-of-the-art equipment, connecting research and development with the

manufacturing process to ensure premium quality.

Packaging and DistributionBecause the production facility that makes L.O.C. bottles is connected to the manufacturing plant that fills them,

the facility can be amazingly flexible and efficient in responding to market needs. The packaged, quality-tested

products then enter the distribution and delivery network, that is dedicated to bringing you the products you

need, when you need them. It’s just another example of the start-to-finish commitment to quality that’s at the

heart of all Amway/Quixtar brands.

The Future of L.O.C.™ and L.O.C. Plus ProductsContinuous improvement is always the focus of ongoing research on these outstanding

products as our scientists:

Investigate new technologies that can reduce the effort needed to clean hard surfaces.

Frequently review the cleaning challenges of new household surface materials.

Identify new task-specific cleaner concepts that broaden the capabilities of the L.O.C. Plus line.

Develop new formulas that make cleaning more convenient.

Identify cleaning devices that complement or enhance the use of our cleaning products.

Maintain the heritage of L.O.C. Multi-Purpose Cleaner while keeping it viable in the 21st century.

Further enhance the environmental attributes of all of our hard surface cleaners with revisions to

products and packages.

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Fun Facts L.O.C.™ Multi-Purpose Cleaner* Product Sales 1990 - 2005

Between 1990 and 2005, enough L.O.C. Multi-Purpose Cleaner* was sold to provide over 2 litres of cleaning solution for every person alive on the earth today!

If we stacked up all the wash buckets that held all the L.O.C. Multi-Purpose Cleaner* sold in the past 15 years, the stack would easily extend to the moon!

In the early 60s, L.O.C. Multi-Purpose Cleaner was mixed by hand in 40 gallon vats and stirred with a wooden oar. By 1994, Amway™ was mixing up to 450,000 pounds of liquid products in one 8-hour shift!

Every year, 10 million litres of L.O.C. Multi-Purpose Cleaner are sold. That’s almost 20 bottles every minute of every day!*Refers to Multi-Purpose Cleaner, Regular, High Suds, and Superconcentrate only.

Frequently Asked QuestionsON BRAND EXTENSIONQ: What is a brand extension?

A: Brand extensions leverage and integrate the strengths inherent within a brand to an identified market need.

Strategically speaking, a group of products is greater than the sum of its parts – in other words, the L.O.C.™

Plus products are stronger under the L.O.C. brand than they would be on their own.

Q: Why did Amway/Quixtar extend the L.O.C. brand?

A: To increase the overall value and strength of the L.O.C. brand. Brand extension strategy offers a number of

advantages. A well-regarded brand name, such as L.O.C., gives other products instant recognition and earlier

acceptance. It enables the company to enter new-product categories more easily, and saves considerable

advertising costs that would normally be required to familiarize consumers with a new brand name. After

more than 40 years in the marketplace, the L.O.C. brand has come to mean many things to consumers – trust,

effectiveness, convenience, etc. – which will be automatically attributed to any new cleaning product that

comes under the L.O.C. umbrella, and rightly so.

Q: Why does L. O. C. have so many products under one brand?

A: The L.O.C. brand has had incomparable success and has earned a worldwide reputation for effectiveness.

The L.O.C. name is our best asset when it comes to household cleaners. It carries with it a remarkable heritage

that should be capitalized upon. The fact that it now offers so many household cleaning products will only

enhance its reputation as people come to experience the quality and reliability of the complete product line.

‘90 ‘91 ‘92 ‘93 ‘94 ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 ‘01 ‘02 ‘03 ‘04 ‘05

$60000$50000$40000$30000$20000$10000

0

L.O.C. World Wide Revenue in US$ (000)$80000$70000

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Q: Doesn’t the original L.O.C.™ product lose some credibility as a “multi-purpose” cleaner if we now have

specific products for different tasks or rooms, such as shower and kitchen cleaners?

A: Not at all. The fact that L.O.C. Multi-purpose Cleaner is still the leader in the L.O.C. product line bears

testimony to its effectiveness. But consumer research and market trends have shown us that the buying habits

of those who purchase cleaning products have changed. They are more time-conscious than ever and want

products that are convenient and efficient. Also, there are many more types of surfaces around the house than

ever before, and people often prefer specific cleaners for specific tasks. For example, some surfaces are very

tough, while others are so fragile that some cleaners could cause damage very easily. It is because there is

such a variety of cleaning needs that L.O.C. has grown well beyond just one type of product. The L.O.C. Plus

products give consumers the power to tackle the cleaning challenges found throughout their home, from the

kitchen to the bathroom.

Q: What is the goal of extending the L.O.C. product line?

A: The goal of extending the L.O.C. product line is to add value to the L.O.C. Brand at the highest level,

keeping current customers happy, and providing more choices and benefits to future customers. Other goals

include increasing market share and continually building brand equity.

ON TODAY’S L.O.C. BRANDQ: Why should someone buy L.O.C. and L.O.C. Plus products?

A: L.O.C. and L.O.C. Plus products are formulated with very high quality ingredients and backed by years of

scientific research and quality control. The complete line of L.O.C. and L.O.C. Plus products offers a trusted,

reliable name that has withstood the test of time. They tackle task-specific jobs throughout the entire house and

deliver effective, efficient performance – without having to clean twice.

L.O.C. and L.O.C. Plus products also undergo continuous testing to ensure users of ongoing premium

performance. Because L.O.C. and L.O.C. Plus products are concentrated, they last a lot longer than

most off-the-shelf products, offering consumers a good value as well as outstanding results – every time.

Q: Why are L.O.C.™ and L.O.C. Plus products premium-priced?

A: Sales profits are shared with IBOs, so part of the cost is returned. With their high quality ingredients,

task-specific formulas, and money-back guarantees, L.O.C. and L.O.C. Plus products go above and beyond

off-the-shelf brands to provide customers true value for their money. In addition, many L.O.C. products are

concentrated formulas, so users don’t need as much product as they do with other brands.

Q: What makes the L.O.C. and L.O.C. Plus products different from other branded products on the market?

A: Unlike most other cleaning products, which are sold individually, the L.O.C. Brand offers a complete line of

cleaning products all under one trusted, reliable name that has consistently proven to be effective, efficient and

a good value. Each product has been formulated for task-specific jobs throughout the house and can be trusted

to provide the same level of dependability and quality consumers have come to know from the brand namesake.

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A Primer on BrandingBrands form the foundation of consumer marketing. As the world of communications has become more intense,

more fractured and more cluttered, brands stand out as beacons to the consumer. They help simplify decisions

and drive purchase behavior.

Brands are also an important asset on any company’s balance sheet. A strong brand can justify higher prices,

create loyal customers, and develop value in and of itself. That’s good business for everyone associated with

the brand.

Brands are important to the consumer and important to the distribution channel. Let’s start with the history

and then move to the impact of brands to understand how they influence consumer behaviour.

The History of the BrandIf you had been standing on the dock hundreds of years ago, greeting trading ships as they arrived, you would

have seen cargo that included staples such as wines, oils, dried fruits and spices. Most of these items were

packaged in large wooden crates that simply identified the producer.

Strolling into the local trading post or general store, you would have seen these same staples packaged in

large wooden barrels or glass jars. Your purchases would have been wrapped in plain brown paper with

no reference whatsoever to the store from which you purchased them, or the producer who made them. The

products were totally homogenous and utterly unidentifiable. But it really didn’t matter because you didn’t have

a choice about which flour or sugar or salt to buy. You simply purchased what was available.

As product availability increased, and competition became more prevalent, the marketing approach changed

too. Every new entrant positioned itself as “the best.” The best soap, the best yeast, the best yarn. How was a

consumer to evaluate a soap manufacturer, for example, and know that they wanted to buy a particular product

again? Especially when they couldn’t tell who made what? Manufacturers started to put their name on the

products, and those names began to stand for a promise of satisfaction or quality that a consumer could

rely on.

It took until the 1920s, however, for the combination of branded products and large stores to substantially

impact consumer behaviour. This confluence of brand and choice came together via the automobile, which

increased the consumer’s access and range of travel. As choice and access became more popular, the word

“brand” took on ever-increasing meaning.

Once the idea of brand took hold, it grew rapidly. In the last 100 years, brands have grown from being

non-existent to being the driving force of marketing. Billions are spent every year to create and promote

brand name products.

What’s in a brand? The physical, or visible, part of a brand is the easiest part to understand. At its most basic, a brand consists

of three components:

1. A brand starts with an identifiable name in a specific typeface that consumers associate with

a product or service.

2. A brand usually includes a symbol or mark of some sort. This visual image becomes synonymous with the

brand name in consumer’s minds, and therefore has great power for communication.

3. A brand may also include a tagline or phrase that becomes, by repetition, attached to the brand name.

All three of these components together create the visible, physical communication of a brand.

What does a brand do for a consumer? It would be very easy to assume that brands only work in favor of the company that produces them. But in truth,

brands do just as much for the consumer as they do for the manufacturer.

Consumers make product choices every day. Quality impacts each of these decisions, although the demand for

quality may vary by product. For example, a shopper may be very concerned about the quality of the meat that

she purchases, but far less concerned about the paper towel. Consumers equate a brand with a level of quality.

Once they are satisfied that the quality is consistent, they will buy the product over and over again because they

know it will meet their individual standards for that particular product.

This knowledge in turn creates a feeling of comfort and satisfaction with the brand. Consumers purchase many

products for their family. They want to know they’re making a good choice for the people they love.

A brand also simplifies shopping. If a consumer actually had to read every label on every product every time

she went shopping, she would throw up their hands in despair, overwhelmed by the choices. But a brand

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A strong brand also facilitates entry into a new market. We are a world of traveling consumers. We

experience new brands all over the globe. And worldwide recognition makes it easier to enter new markets.

So if Coca-Cola announces it will begin bottling operations in Thailand, it has a ready-made consumer base

of people who’ve tried Coke and can’t wait for it to be produced locally. If FedEx announces that they are

now servicing Uzbekistan, the packages will come pouring in.

Why is consistent brand use so important? Humans are by nature visual creatures, and we recognize patterns. Often, we recognize patterns faster than

we recognize people or things. If you were at a movie, would you recognize the person who works in the local

grocery store…even if they were sitting right next to you? Or imagine that you are meeting a former friend from

the university for lunch. You remember a long-haired brunette with glasses and jeans. Will you look twice at the

short-haired blonde in a business suit who comes in the door?

People perceive and respond to patterns. Thus, the pattern you create with your brand must be the same

every time if you want consumers to recognize it. That means consistent use of typeface, logo, images, tone…

everything that goes into the brand.

Consistent brand use is also important from a legal standpoint. Trademark protection, for example, can apply

to a specific name shown in a specific way. Inconsistent use of a brand may actually diminish the strength of

a company’s claim in a legal dispute.

More important, however, than recognition and protection, is customer perception. Sloppy, inconsistent

application of a brand will imply shoddy product performance to the consumer. It’s hard enough to get a

consumer’s attention. The last thing you want to do is turn them off before they’ve even had a chance to

use your product.

guides consumers down the aisle just like auto-pilot guides a plane. They steer straight to the product they want,

with the other products becoming virtually invisible to their eyes.

Consumers need certain products to keep their houses clean or to keep their families fed and clothed. But many

purchases go beyond physical need. Emotional needs – for status, for respect – also drive purchase behaviour.

A brand can fulfill emotional needs. Why do people spend thousands for a Rolex watch? Or hundreds for

Gucci loafers? They’re buying more than a watch or shoes. They’re buying emotional fulfillment.

So why is it important to have a strong brand?

Think about all of the messages a consumer receives on a daily basis. They are bombarded with print

advertising, radio campaigns, television commercials, billboards on the highway and pop-ups and banners

on the Internet. We live in a world that’s full of communication.

A strong brand creates instant identification in this cluttered, messy world of messages. Consumers can

immediately recognize well-known brands. In fact, the more overwhelmed we become, the more we

gravitate towards those things that we recognize. For example:

If you see you think Mercedes Benz.

If you see you think McDonalds.

If you see you think Nike.

A recognized brand cuts through the clutter and makes it easier for consumers to pick out desired products

quickly and easily.

This Brand Guide contains references to trademarks, brands and logos owned by different companies for illustrative purposes only. All trademarks,

brands and logos are owned by their respective owners.

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What does a strong brand do for Amway/Quixtar and their Independent Business Owners? There is no doubt that a strong brand offers real, tangible benefits not only to Amway/Quixtar but also to

Independent Business Owners. What are those benefits?

1. First of all, a strong brand has been proven to increase sales. Name brands outsell store brands ten to one,

even though in many cases the store brands offer perfectly acceptable quality.

2. A strong brand that’s equated to a different experience can also command a higher price. People flock to

Disney resorts every year, spending enormous sums of money on their family vacation. Why? Because their

kids will never forget the experience. The smiles are worth the price.

3. A strong brand keeps a product above the level of a commodity. Commodities are by definition perceived

to be the same. The only distinction at that point becomes low price, and that’s not a direction that Amway/

Quixtar or their Independent Business Owners wants to pursue.

4. A positive brand experience also leads consumers to try related products. If you’ve enjoyed a hot cup

of Starbuck’s coffee at a café, you’ll be more inclined to pick up a cold Starbuck’s Frappucino at the

grocery store.

5. A strong brand creates a strong relationship. The more a consumer feels invested in a brand, the more

difficult it will be for them to switch.

6. A strong brand also creates a barrier to change. If consumers have a strong relationship to a brand, they

will be less likely to search for different or cheaper alternatives. This is especially important in the age of the

Internet…where competition is only a click away.

7. A brand develops value in itself. The brand name Coca-Cola has value just like a physical plant or piece

of equipment would have value. A strong brand name becomes an asset to the company.

8. Strong brands create brand equity. The difference between what a consumer will pay for a Swiffer mop vs.

a regular mop is brand equity. The higher price is driven by a perceived higher value in the brand itself.

9. Strong brands lead to financial health. For the manufacturer, for the distributor, for everyone in the chain…

a strong brand is a tangible asset, a differentiator, and a revenue-producing benefit.

The What and Why of a Brand ExtensionOnce you understand the key elements and function of a brand, it’s easier to understand the concept

of a brand extension.

A brand extension leverages an existing brand name to expand into other product areas. This involves more

than simply adding a new flavor or creating a new SKU. It involves a totally new product area for the brand.

A well-known brand, through extension, can actually facilitate customer acceptance of new products.

So why extend a successful brand?

It’s easier for the manufacturer. If you already had a perfectly good highway but traffic was too heavy,

would you dynamite the existing road and build a complete new one? Probably not. You’d simply add a

lane. Why? Because it’s easier. The same is true for brand extensions. You’ve already done the work of

building a relationship with the consumer. Why start a new relationship? Just build on the existing one.

It’s easier for consumers. We mentioned earlier the overwhelming number of messages that customers receive

in a day, week or month. It’s much easier to absorb a brand extension than to evaluate a totally new brand for

quality and desirability.

It’s less expensive. Rather than creating a new concept, a new logo, a new experience, and a new look, it’s

much more cost effective to create a family brand…an umbrella that covers multiple products and gives them

identity. It’s also less expensive to refresh the look occasionally and keep it visually exciting.

It’s more interesting. Consumers get bored…quickly. You can keep them interested in a brand by constantly

stretching the boundaries. This gives them something new to try, and forces them to expand their mental image

of your brand.


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Examples of Successful Brand ExtensionsHonda. The American Honda Motor Company started in 1959 making small motors for products such as lawn

mowers and snow blowers. Their proficiency in small motors led them to explore the world of motorcycles.

Consumers trusted the Honda name because it was so reliable in other categories. The Honda line of

motorcycles grew quickly, and demonstrated that the Honda brand could successfully be extended. So once

again, Honda cast around looking for an opportunity to grow…and selected the automobile industry. Honda

has become synonymous with high quality, reliability and value in this market.

Each time Honda sought to expand into a new product category, they carefully searched for a fit with their

brand promise to consumers: fuel-efficient and low-emission technology with high reliability.

FedEx Kinkos. “When it absolutely, positively, has to be there overnight.” That’s how FedEx got its start…

delivering packages with the utmost reliability to thousands of locations worldwide. Then the company

expanded its service…offering the same reliability but with a slightly longer leadtime for customers who

didn’t need overnight service.

FedEx has recently expanded its services still further. By purchasing the Kinkos chain of companies, FedEx has

extended its brand to include design, production and packaging of print materials, in addition to shipping.

This extends not only the brand, but the reach, since small customers now have easier access to FedEx services.

Each time, FedEx has carefully extended the brand into areas that add value to customers. However, it has never

lost sight of the brand’s original promise: on-time delivery; anywhere in the world.

Harvard Business School. Harvard created the concept of the business school in 1908 and has built a thriving,

top-tier program that consistently produces industry leaders. Its alumni form a veritable “who’s who” of chief

executives, entrepreneurs, consultants and venture capitalists. Harvard has maintained fanatical control over the

quality of the education and the meaning of its brand. Brand extensions have been carefully thought out…and

many opportunities have gone undeveloped because they did not fully support and enhance the brand image.

In 1922, the school extended its brand through publication of the

Harvard Business Review. This well-esteemed publication took the

then-controversial “case study” approach to education and turned

it into a successful commercial product. This in turn led to the

foundation in the 1980s of the Harvard Business School Publishing

arm and brought the Harvard brand into thousands of new

opportunities through publications by its sought-after faculty

and other experts.

The school once again extended its brand in the 1940s with

the pioneering Advanced Management Program for executive

education. This 13-week course commanded a hefty fee and

brought executives back to sharpen their skills, learn new business

practices, and network with other high-level professionals. All 160

seats (at over $40,000 per seat) are filled each spring and fall.

Harvard is less focused, however, on the economics than on the

mission of the school, and by extension, the brand. If a program

does not enhance the brand, it is not offered.

ConclusionBrands drive consumer behaviour. They are an unavoidable

consequence of choice. They actually bring a measure of

convenience to the consumer experience by simplifying choices.

A brand can truly be a company’s most valuable asset. Brands

should be treated with respect, valued for their contribution to

profit, and presented consistently in all consumer-facing situations.

Companies that understand these guidelines will profit from their

investment in brand strategy.

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Branding Frequesntly Asked Questions What is a brand?

At its most basic, a brand consists of a name, a visual symbol, and a tagline of some sort.

Why are brands important to the consumer?

A brand does four important things for consumers:

Creates an expectation of a certain quality level

Creates a sense of comfort and satisfaction

Simplifies shopping

Fulfills emotional needs (such as the need for status)

What is brand loyalty?

Brand loyalty is a conscious decision by a consumer to keep purchasing a brand name product, even when

there are other options available.

Why do people develop loyalty to a particular brand?

Loyalty is a result of many positive experiences. But the best tool to create and maintain loyalty is emotional

involvement. A consumer who is emotionally attached to the experience of a brand will be much more loyal than

a consumer who does not have that connection.

How does a strong brand help to increase profitability?

A strong brand creates differentiation and, therefore, can command a higher price. It has also been shown that

name brands outsell store brands ten to one. So a strong brand drives higher sales at a higher price to impact

profitability.

Why is a strong brand important?

Consumers form habits when they shop. A strong brand will cut through the clutter of all the other options and

keep the consumer coming back. It will also keep them from shopping for potentially less expensive alternatives.

Why is it important to use a brand consistently?

Humans recognize patterns. If you want to create a pattern that people recognize, you must do something the

same way every time.

Consistency also creates a positive image. Sloppiness about brand usage reflects badly on the company and

can create a negative impression in a consumer’s mind.

What is brand equity?

Brand equity is the value of your brand to the consumer, expressed in price. Brand name products command

a higher price than unbranded products. Even among brand name products, prices can vary. The difference

between what a consumer will pay for your product vs. an alternative is brand equity.

What is a brand extension?

A brand extension is a technique that uses the strength of an existing brand to gain entrance into new

product areas.

Why not just create a new brand instead of extending an existing one?

A brand represents substantial investment. It also represents a relationship with the consumer. Why spend the

money and take the time to build a new relationship if you can build on the previous one? Brand extensions

are a faster, more cost-effective way to quickly build success in new product areas.

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Works CitedBoyd, Harper W, Orville Walker and Jean-Claude Larreche. Marketing Management: A Strategic Approach

with a Global Orientation. Chicago, IL: Richard D. Irwin, Inc., 1995.

Delano, Frank. Brand Slam: The Ultimate Hit in the Game of Marketing. New York, NY: Lebhar-Friedman

Books, 2001.

Feig, Barry. Marketing Straight to the Heart. New York, NY: American Management Association, 1997.

Hill, Sam and Glenn Rifkin. Radical Marketing: From Harvard to Harley, Lessons From Ten That Broke the Rules

and Made It Big. New York, NY: Harper Collins Publishers, 1999.

Kotler, Philip. Kotler on Marketing: How to Create, Win and Dominate Markets. New York, NY: The Free

Press, 1999.

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ALUMINUM FRAMES, ALUMINUM GARAGE DOORS, ALUMINUM SIDING, APPLIANCES, ARTIFICIAL PLANT LEAVES, BABY BATHTUBS, BAR COUNTERTOPS, BARBECUES, BARN DOORS, BASKETBALL BACKBOARDS, BASKETBALLS, BATHROOM FLOORS,

BATHROOM SINKS, BATHROOM TUBS, BEACH BALLS, BEDROOM FURNITURE, BELTS, BIKES, BILGE, BILLIARD BALLS, BIRDBATHS, BIRDCAGES, BIRD FEEDERS, BLADES ON FANS, BLINDS, BOAR COVERS, BOOKSHELVES, BOOSTER SEATS, BOOTS,

BOWLING BALLS, BOWLING PINS, BOWLING SHOES, BUCKETS, CABINETRY, CABINETS, CAMERAS, CAMPING EQUIPMENT, CAR DASHBOARDS, CAR INTERIORS, CAR SEATS, CARNIVAL RIDES, CAT/DOG CARRIERS, CEDAR CLOSETS, CEILING FANS,

CERAMIC ITEMS, CERAMIC SURFACES, CERAMIC TILES, CHALKBOARDS, CHILD’S POOL, POOL TOYS, CHILDREN’S RIDING TOYS, CHRISTMAS TREES STANDS, CHROME BICYCLE WHEEL RIMS, CLOCKS, CLOTHES-FOOD OR GREASE STAINS, COFFEE

AND END TABLES, COFFEEPOTS, COFFEE STAINS FROM MUGS, COMPUTER GAME JOYSTICKS, COMPUTER KEYBOARDS, COMPUTER MOUSE, CONCRETE FLOORS, COOLERS, CORIAN® COUNTERS, COUNTERTOPS, CRIBS, CROQUET SETS, CRYSTAL

CHANDELIERS, CUPBOARDS, CURTAIN RODS, DECKS, DELICATE WASHABLES, DESKTOPS, DIAPER PAILS DISHES, DOG COLLARS AND LEASHES, DOGHOUSE, DOG PENS, DOORKNOBS, DOORS, DRAWERS, DRINKING GLASSES, DRIVEWAYS, DVD

PLAYERS, EXERCISE EQUIPMENT, EYEGLASS CASES, FAUCETS, FIREPLACE TOOLS, FISH TANKS, FISHING GEAR, FLASHLIGHTS, FLOORS, FOOTBALLS, FOOTBALL HELMETS, FREEZERS, GARAGE FLOORS, GARBAGE PAILS, GARDEN TOOLS, GASOLINE

OFF HANDS, GLASS, GLASS SHOWER DOORS, GLOVES, GOLF BALLS, GOLF CARTS, GOLF CLUBS, GREASE OFF RUBBER RAINCOATS, GRILL COVERS, GRILLS, GUTTERS, HAIRBRUSHES, HANDRAILS, HANDS, HEADLAMPS, HEAT REGISTERS, HELMETS,

HIGH CHAIRS, HOCKEY STICKS, HORSESHOES, HOT TUBS, HUBCAPS, HUNTING CLOTHES, JEWELRY, KARATE KICKING PADS, KARATE MATS, KIDS’ BATH TOYS, KIDS’ PLASTIC TABLE AND CHAIRS, KITCHEN, KITCHEN APPLIANCES, KITCHEN CABINETS,

KITCHEN RUGS, KITCHEN TABLE, CAT LITTER BOXES, KNICK-KNACKS, LAB EQUIPMENT, LABELS OFF PLASTIC CONTAINERS, LADDERS, LAMPS, LAMP SHADES, LAWN MOWERS, LAUNDRY TUBS, LEAF BLOWERS, LEATHER FURNITURE, LEATHER ANIMAL

HALTERS, LEATHER SNEAKERS, LIGHT FIXTURES, LINOLEUM, LUGGAGE, MAGNETS, MAILBOXES, MAKEUP BRUSHES, MARBLE, MILK CANS, MIRRORS, MIXERS, MODEM SURFACES, MOLDED PLASTIC FURNITURE, MOTORCYCLES, ORNAMENTS,

OUTDOOR GRILLS, PAINTBRUSHES (LATEX PAINT), PAINTED SURFACES, PATENT LEATHER SHOES AND BAGS, PATIO FURNITURE, PHONES, PIANO KEYS, PICNIC TABLES, PICTURE FRAMES, PIERS, PLANNER BOOK COVERS, PLASTIC LAWN CHAIRS, PLASTIC

PLANTS, PONTOONS, POOL CUES, PORCELAIN, PORTABLE KITCHENS, POTS AND PANS, POWER TOOLS, PRICE TAG ADHESIVE RESIDUE OFF CLOTHING, PRINTERS, PROPELLERS, PUNCHING BAGS, PURSES AND WALLETS, QUADS, RAIN JACKETS,

RANGE TOPS, REFRIGERATOR EXTERIORS, REFRIGERATOR SHELVES, REMOTE CONTROLS, REMOVING PETROLEUM JELLY FROM HANDS, ROLLERBLADES, ROLLER-SKATES, SADDLES, SCALES, SCANNERS, SCUFF MARKS OFF LINOLEUM, WOOD AND VINYL

SURFACES, SEALED FLOORS, SHEDS, SHOVELS, SHOWER DOORS, SIDEWALKS, SINKS, SKATEBOARDS, SKIS, SLEDS, SNOW BLOWERS, SNOWBOARDS, SOCCER BALLS, SPEAKERS, SPORTS EQUIPMENT, SLATE, SPURS, STAGE PROPS, STAINLESS

STEEL SINKS, STEEL GRILLS, STEP RAILS ON BOAT LIFTS, STEREOS, STEREO AND CD PLAYER SURFACES, STONE FLOORS, STOVES, STOVETOPS, SUNGLASSES, SWIM FLOATEES, SWING SETS, TABLE SAWS, TELEPHONES, TENNIS SHOES, TENTS,

TERRAZZO TILE, TOASTERS, TOILET BOWLS, TOILET SEATS, TOILET TANKS, TOOLS, TOYS AND PLAYGROUND EQUIPMENT, TRACTORS, TRAMPOLINES, TRAYS, TREADMILLS, TREE SAP OFF VINYL PURSES, TRICYCLES, TROPHIES, TRUCKS, TUBS, UMBRELLAS,

VACUUM CLEANERS, VIDEO/DVD COVERS, VINYL, VINYL BLINDS, VINYL BOOTS, VINYL CHAIRS, VINYL OR METAL SWING SET SEATS, VINYL SEATS, VINYL SIDING, WAGONS, WALLETS, WALLPAPER REMOVAL, WALLS, WASHERS AND DRYERS.

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