Airborne, the company that introduced the public to herbal health formulas that claim to boost your immune system, entered the childrens market with the recent
acquisition and launch of "Squid Soap by Airborne. Squid Soap contains a small amount of dye that forces children to wash their hands for 20 seconds, satisfying parents "Job to be Done of teaching their children proper hygiene habits.
The original Airborne product has a very clear job with a purpose-brand:
it keeps people healthy from airborne germs. The brand is often associated with travelers and the product was promoted with give-aways on airplanes. Now Airborne seeks to take its purpose brand and endorse a soap product aimed at children instead of travelers. As Airborne was created by a teacher, a wiser strategic move may have been to name the corporate parent with a different name like HealthyYou that could be used to endorse multiple product lines for travelers, children, elderly and other groups that could be targeted with multiple germ-killing products.
See SquidSoap's website for more information.