How the worst kind of germs helped Pine O Cleen reassert its leadership of the home-hygiene category

Pine O Clean (POC), a home-hygiene brand, regained leadership in its category in Australia by demonstrating that its products destroyed the worst germs of all: other people's.

Summary

Aussie home cleaning icon, Pine O Cleen, leadership of the home-hygiene category was under threat. Losing mental and physical availability, as well as a commoditization of germ killing power, meant that sales started to decline.

This is the sto

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