New Purell launch targets on-the-go germ control

AKRON, Ohio — GoJo Industries is expanding its hand sanitizer position with a new purchase opportunity — one that’s mom-friendly, serves an on-the-go need and is incremental to the category — with its launch of Purell Wipes into retail. Consumers, however, are already familiar with Purell Wipes to some extent — many retailers have positioned them near the shopping carts, which has created a free trial of sorts.

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“Our messaging is around what wipes can do in conjunction with gel,” Kathleen Leigh, marketing director for Purell consumer, e-commerce and shopper marketing, told Drug Store News. “We see it as germ control everywhere, everyday, everyplace.”



The Purell brand has established a compelling proposition in the hand sanitizer space, and has become synonymous with successfully killing germs and accessibility. “[Purell] Wipes falls into that for a couple of different reasons,” Leigh said. “Accessibility because people want products like that when they’re on-the-go in their cars or wherever,” she said. “They also, to add to hand sanitizer, sometimes want [germ-killing] and cleaning, [The canister] actually fits nicely in a cup-holder in a car. We have found that ... people like having it there [for their] messy kids when they’re getting in and out of mom’s mobile command center,” she said.



And there are a multitude of seasonal placement opportunities for Purell Wipes — barbecue and grilling sets in the summertime; back-to-school and small office/home office; and, of course, cough-cold. In support of the launch, GoJo will run FSIs in May and July.