EXISTING PACKAGING

The pool salt market is mainly filled with large 40Ibs bags. These bags of pool salt are cumbersome and unwieldy throughout the consumer purchase journey: from pulling the bag off the shelf at retail all the way to pouring the product into the pool and storing at home. There are regional differences where some consumers do not need to use a full 40lb bag to maintain their pool chemistry and end up struggling to store unused product and keeping it moisture free. Also, at shelf, the 40lb bags are palletized and not merchandised in a premium way. Bags can get very dirty, damaged and untidy which does not reflect a premium positioning for the Morton brand. Morton seeks to alleviate these consumer pain points by offering a lighter weight solution and a more premium experience: Morton Professional’s Choice fine grade pool salt in a 20lb jug. The rigid plastic jug stands out at retail with an inviting form that is easy to carry with the large “steering wheel” handle. The jug has both a vertical and horizontal orientation allowing consumers to choose the most comfortable way for them to dispense the product into the pool. Finally, the flip top closure seals any unused product for another day.

ANALYZING CONSUMER PAIN POINTS