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San Francisco, CA 415.901.6300 www.methodhome.com Sales: $112 million (estimated). Key Personnel: Drew Fraze, chief executive officer; Adam Lowry, co-founder and chief greenskeeper; Eric Ryan, co-founder and chief brand architect. Major Products: Laundry detergent; home cleaning products including all-purpose cleaning sprays, dish soap, bathroom cleaners, floor cleaners and antibacterial cleaners; and personal care, mainly in form of gel and foaming hand washes. New Products: Antibacterial Kitchen Spray (lemon verbena + orange zest), Antibacterial Bathroom Spray (spearmint); Antibacterial Toilet Cleaner; Wood for Good Polish, Daily clean Spray, Dilutable Oil Soap, Squirt + Mop Floor Cleaner and Wipes in almond fragrance; Hand Soaps in watermelon patch, daffodil bouquet and coconut grove; Pure Naked body wash in magnolia, olive leaf and white tea; Laundry Detergent in spring daisy fragrance; Lime + sea salt kit (hand soap, dish soap, all-purpose cleaner). Comments: Method turned 11 in 2011, and with more than a decade under its belt, this eco-minded and design-savvy firm rolled out its first global brand campaign. The colorful and quirky Clean Happy campaign, which features a 90-second brand anthem music video, has been followed by a series of consecutive Method of the Month music video vignettes.
San Francisco, CA 415.901.6300 www.methodhome.com Sales: $112 million (estimated).
Method turned 11 in 2011, and with more than a decade under its belt, this eco-minded and design-savvy firm rolled out its first global brand campaign. The colorful and quirky Clean Happy campaign, which features a 90-second brand anthem music video, has been followed by a series of consecutive Method of the Month music video vignettes.
According to the company, the video portrays the fun side of cleaning with Method products and highlights the brand’s key product attributes. The anthem, set to the song “Young Blood” by indie rock band The Naked and Famous, includes an internationally competitive drum and bugle corps, a world champion female skateboarder skating in a giant sink, and a 40-foot light installation made up of thousands of Method hand wash bottles.
The 60-second monthly music videos set to funny original songs are inspired by and showcase Method products, including cleaning spray, hand wash, dish soap and laundry detergent.
The web videos are being distributed primarily through Facebook, YouTube and an influential, handpicked blogger network that Method dubbed “Method Mavens.” The campaign is also supported with online advertising on Facebook and YouTube, and will have global reach with Method audiences in North America, Europe and Asia.
“We are bringing our brand mission of inspiring a happy, healthy home to life with this campaign,” said Eric Ryan, Method’s co-founder and chief brand architect. “Method stands for a more enjoyable cleaning experience, and we want to show that cleaning doesn’t have to be such a chore—it can actually make you feel good and at the same time be safe for you, your family and the planet.”
Better for the planet is a key part of Method’s strategy, and along that line, last September, the firm unveiled a 100% post-consumer polyethylene bottle of which 25% is plastic collected from the North Pacific Gyre, often referred to as the Great Pacific Garbage Patch. The firm partnered with Envision Plastics, on the project, in which the duo pioneered an integrated recycling process to engineer ocean PCR plastic that is the same quality as virgin HDPE plastic. The process allows the plastic to be cleaned, unwanted contaminants removed completely, blended and then remanufactured into high quality plastic.
While novel packaging is part of the process, so are ingredients. In the fourth quarter of 2011, Method announced a partnership with Amyris, Inc., a renewable chemicals and fuels company, to generate novel molecules from Biofene, Amyris’s renewable farnesene made from plant sugars.
Under the agreement, the two will collaborate to evaluate and develop multiple ingredients such as surfactants and solvents. Upon successful development of an ingredient and incorporation into a Method product, Amyris and Method will pursue a supply agreement for Amyris to supply the ingredient to Method for use in its products.
San Francisco, CA
415.901.6300
www.methodhome.com
Sales: $110 million
Sales:
$110 million (estimated).
There clearly has been a method to Adam Lowry’s and Eric Ryan’s madness, as Method celebrates it 10th anniversary this year. Company executives maintain that sales rose 20% last year, excluding comparisons to products such as air fresheners, which Method discontinued.
During the past decade, consumers have come to love the company for its stylish design as well as its commitment to good-for-you/good-for-the earth principles, packaging and products, like its latest laundry detergent and dish detergent refills. These pouches, according to Method, provide consumers with a more affordable alternative; it offers an 80% savings in plastic, water plus energy production; and has an innovative, space-saving package design with an easy-to-pour handle.
Also on the packaging front, Method is partnering with Terracycle to give the spent refill pouches a second life (read more about this in our June issue, Thinking About the Box, p. 97).
Product wise, Method has rolled out new all-purpose cleaning sprays, bathroom cleaning spray and glass and surface cleaning spray fueled by “powergreen” technology, which is said to deliver a powerful clean using plant-based solvents and surfactants. The technology comes via Method’s alliance with Segetis, Inc. Levulinic ketals—the cornerstone of what Segetis calls its “Javelin Technology,” are a broad family of bio-based compositions. Enabled by the development of selective ketalization of levulinic acid esters, these compounds have broad solubility enabling their use as cleaning solvents or coupling agents in liquid formulations.
In addition, Method now sports a line of botanical household disinfectant sprays and wipes that are registered by the Environmental Protection Agency. On this launch, Method partnered with CleanWell Company, which makes thyme-based disinfecting technology that kills 99.99% household bacteria including E.coli, salmonella enterica, influenza A and H1N1 virus on hard, non-porous surfaces.
Sales: $100 million.
There’s a method to Method’s madness. The company was founded in 2000 by Adam Lowry and Eric Ryan, who were determined to create functional, aesthetically-pleasing household cleaning products that were gentle to the environment. The company is said to be based on four core pillars: innovative design, premium fragrance, healthy and effective formulas, and people- and earth-friendly materials.
Those ideals have resonated with consumers to such a degree that in only nine years, Method’s sales reached $100 million.
To help the company reach the next level, in May Method named Andrew (Drew) Fraser, former senior vice president at Whirlpool Corporation, as its president and chief executive officer. Mr. Fraser brings to the nine-year-old company 20 years of experience with some of the world’s leading consumer product companies, including Whirlpool, Clorox and P&G.
“Drew’s breadth of knowledge and experience leading global brands to success will be a wonderful asset to Method as the company continues its trajectory of growth,” said Tim Koogle, Method’s chairman of the board. “We’re delighted to have Drew join the Method team and help guide the company to the next level.”
Prior to joining Method, Mr. Fraser was vice president of North America sales and trade marketing at Whirlpool, where he led the company’s sales for all products, brands and channels. Before joining Whirlpool in 2004, He spent 10 years working at the Clorox Company, where his last position was vice president and general manager of Clorox Canada. He spent four years at Procter & Gamble prior to joining Clorox, where he served in a number of sales and marketing leadership positions.
Mr. Fraser replaced interim CEO Dan Swander, who serves on Method’s board.
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