SCJ Johnson Expands WOW Program

SC Johnson has expanded WOW—its business concept that creates access to pest control products that can help prevent malaria in at-risk populations at the base of the pyramid (BoP), as well as home-cleaning and personal care products—to the Yilo Krobo District of Ghana. The Racine, WI-based company also rolled out new and improved product options in the program.

 WOW began in 2012 as a partnership among SC Johnson, Cornell University's Center for Sustainable Global Enterprise and the Bill and Melinda Gates Foundation. When the initial pilot launched in Bobikuma, Ghana, the program allowed consumers to purchase SC Johnson products, and learn about the importance of avoiding mosquito bites, and keeping their homes clean. This expansion builds on two years of extensive, in-home consumer research and insights which resulted in a better product bundle, and an improved business structure that better reflects consumer needs and enables a more sustainable business model.

“Malaria continues to be a threat in many countries, and one that's entirely preventable. Expanding the WOW business is the result of our extensive research and engagement with Ghanaian families,” said Mark Martin, VP of international markets marketing, SC Johnson. “Our new product offering reflects the feedback from consumers, and brings solutions that will help families work toward malaria prevention.”


The improved program includes operational changes that reflect key learnings from the pilot, noted SCJ. Local sales agents in the Yilo Krobo District will sell WOW products in the communities in which they live, and coach consumers about product use and benefits.

Customers can subscribe to a monthly bundle of four different SC Johnson products in refillable formats. They also can opt into a loyalty rewards program which offers a monthly subscription to earn points to exchange for higher-priced durable products – ultimately giving customers a way to pay slowly over time for items they value.

The new WOW product bundle reflects local consumer and purchasing insights gathered by SC Johnson's BoP research and development team, who lived among rural Ghanaian residents. For example, Mr Muscle All-In-One Cleaner has been reformulated for use on dishes, laundry and a variety of surfaces, and SCJ added fresh lemon scent.

The new WOW bundle features six products from which customers can choose four. These include:
• Raid Dual Action Insect Repellent & Home Freshener, anew product format provides customers with protection against mosquitoes via a spray bottle and a colorful poster, decorated with a well-known Ghanaian adinkra symbol. Product is applied to the poster every three days to release a floral fragrance and the mosquito repellent;
• Mr Muscle All-In-One Cleaner;   
• Off! Cooling Body Spray With Insect Repellent;
• Off! Insect Repellent Lotion With Aloe Vera;
• Raid Multi Insect Killer; and
• Kids Cooling Patch, a non-medicated product that delivers immediate cooling relief from fever discomfort, and is safe to use on babies and children older than three months.