Milliken & Company
Boosting the unique value proposition of the leader in laundry/home care colorants.
Brands today need to keep innovating if they want to stay ahead of the competition. As a leading color expert and provider of performance colorants and ingredients, Milliken wanted to engage their laundry/home care clients in a disruptive way. In collaboration with Love Good Color, Miia developed an impactful Sales and Marketing tool that enables Milliken’s Global Sales Team to engage deeper with CPG brands and help them find solutions that create mutual value.
It all started with a color story. As the leading expert in colorants, Milliken has enabled brands to connect with consumers at a deep level. That said, with an increased consumer interest for more eco-friendly solutions, some laundry/home care brands started removing color from their products to look more sustainable. The problem is that eliminating color doesn't automatically make your product sustainable. After analyzing Milliken's technical solutions portfolio and matching them against consumer movements and sustainability goals, we developed new storytelling for Milliken's global sales team centered around climate impact, co-creation, and mutual value creation. This new tool not only amplifies Milliken's leadership in delivering unparalleled sensorial experiences; it also spotlights the company's commitment to impact-driven innovation and reasons why brands like P&G want to partner with them to create a better future.