We created a world first laundry product that tripled category share. While Biozet Attack is the number one laundry detergent in Japan the brand was struggling to gain a solid foothold in the Australian market. Through a series of consumer focused workshops we developed a world first innovation; Biozet Attack Rapid. It enables people to get the same results on quick wash as they do on their regular wash. We launched our new product with an integrated campaign that focused on the benefits of saving people electricity, water, and of course, time. Biozet Attack Rapid grew by just under 400%, more than tripling their share of category.