SC Johnson: An Omnichannel Strategy for Gen Z
The Challenge
SC Johnson’s Global Consumer Brands faced a major threat from private label growth driven by inflation, eroding brand relevancy.
Our goal was to create an omnichannel strategy that authentically connects SHOUT with Gen Z and multicultural audiences—who currently make up only 10% of its consumer base—and to prove the brand’s premium value over cheaper alternatives.
Core/Behavioral Insights
We focused on bridging SHOUT’s functional purpose (stain removal) with Gen Z’s identity and social values.
Sustainability as Identity: Gen Z values authenticity, diversity, and purpose. We identified thrifting and secondhand fashion as a culturally relevant entry point for eco-friendly living.
Strategic Repositioning: SHOUT could pivot from a “clean-up tool” to a sustainability enabler—helping extend the life of clothing and aligning with Gen Z’s anti-fast-fashion ethics.
Value Reframing: By recasting SHOUT as a partner in circular fashion, we closed the value gap and justified its premium price through purpose.
Actionable Solution & Impact
We built an integrated omnichannel ecosystem connecting digital discovery to in-store experience.
Omnichannel Integration: Carried the thrifting trend through every touchpoint—from social media storytelling to shelf activation and purchase.
Digital Execution: Designed a system to track users from social engagement to e-commerce cart, keeping messaging consistent and authentic.
Strategic Impact: The strategy aimed to grow brand relevancy and market share among high-spending Gen Z consumers, fortifying SCJ’s premium position against private labels.
My Comment
This project was a lesson in behavioral alignment and identity-driven branding. For a legacy brand like SHOUT, winning with Gen Z meant more than marketing—it meant enabling a new form of consumption identity.
We realized that the goal wasn’t to prove SHOUT removes stains better; it was to show that removing a stain can also sustain a story. That simple shift cemented my belief that the best marketing connects utility to values—and function to identity.
