SUCCESS: Purell has become America’s most popular hand sanitizer brand and the go-to product to mitigate the spread of viral outbreaks
Above: Nottingham Spirk co-developed the original branding and packaging for the Purell Hand Sanitizer line.
GOJO, now a billion dollar Akron-based manufacturing company, began in 1946 by a husband-and-wife duo who sought to make a better cleaning product for rubber factory workers. Working with a neighboring college, they came up with the company's first hand cleaner. The business operated out of the family's basement and targeted auto shops and mechanics, a clientele that dealt with tough stains and hard-to-remove chemicals. The company became popular quickly and branched out into more hand cleaners and then hand sanitizers.
Nottingham Spirk helped GOJO develop its original consumer-targeted Purell product line. When NS co-developed the package with a clear plastic bottle with bubbles in the formula, Purell really started to catch on. The new look and feel of the product's packaging and branding gave it an appealing, fresh, and clean aesthetic. The product changed consumer behavior and made hand sanitizer for consumers a mainstream household product.
With branding, logo and packaging co-developed by Nottingham Spirk, Purell went from just another commercial hand cleaning product to the go-to hand sanitizer used during viral outbreaks.
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With branding, logo and packaging developed by Nottingham Spirk, Purell went from just another commercial hand cleaning product to the go-to hand sanitizer used during viral outbreaks, including COVID-19.
In mid-March 2020, the coronavirus pandemic became a harsh reality for businesses across America. States began to issue shelter-in-place mandates; consumers rushed out to stock up on supplies, including disinfectant products like Purell hand sanitizer and surface wipes.
The increase was in large part because of the CDC, which recommends washing hands with soap and water whenever possible because handwashing reduces the amounts of all types of germs and chemicals on hands. But if soap and water are not available, using a hand sanitizer with at least 60% alcohol can help you avoid getting sick and spreading germs to others.
Purell hand sanitizer contains 70% ethyl alcohol and is 99.99% effective at killing germs. This effectiveness, coupled with strength in brand equity and consumer trust, has made Purell a top seller for consumers and hospitals, especially during the coronavirus pandemic.