Tuesday, March 13, 2018, 10:00 AM - 10:45 AM


Ken Krasnow - Henkel North America
Brian Dorgan - Collective Bias

Like it or not, today’s social shoppers can often discover, spread and create new usage occasions (even those that are not brand-approved) for brands. Case in point: 20 Mule Team Borax, or TMT Borax, for short. TMT Borax has been in millions of homes for several decades as a versatile cleaning product, but it wasn’t until a recent, "slimy" trend that thrust this all-purpose product into the homes of our country’s burgeoning Millennial segment. TMT Borax’s challenge was to educate its newfound Millennial consumer on the variety of approved usages for its product in hopes of making TMT Borax a staple item in a family’s shopping cart for years to come. Attendees will:

Session Type

Seminar Track