J.R. Watkins is a heritage brand. They have been green since 1868. Watkins had high brand awareness and because of their high, quality natural products they had an opportunity to leverage these products in the booming natural body care and cleaning products. The new brand look and feel was drawn from Watkins own vintage past. Marketing the brand included launch advertising and their website. The brand was a hit with the modern cleaning mavens. In a six week test at 500 Target stores, the new Watkins cleaning brand significantly beat the number one selling brand Method.
