A cleaning sponge sells for $4.5! How does a “junk product” become a “hot product”?
When we delve into the price differences of dishwashing sponges, it is not difficult to find that there are a variety of options in the market, ranging from affordable to high-end positioning. On the Amazon platform, the price advantage brought by bulk purchases is obvious. 24 sponges only cost $7.99, an average of only $0.33 per piece, which is undoubtedly very attractive for families pursuing cost-effectiveness. Temu has a lower price threshold, 5 sponges for $0.98, and an average price of $0.196 per piece, further satisfying consumers’ demand for low-price and high-quality daily consumables.
However, price is not the only factor that determines purchasing behavior, especially when facing innovative products like Scrub Daddy. This dishwashing sponge, although the unit price is as high as $3.37, even much higher than ordinary sponges, has won a large number of fans on social media with its unique selling point and strong brand influence. Scrub Daddy is not just a cleaning tool, it is also a manifestation of a life attitude, and the story behind it is full of inspiration and creative sparks.
No matter what field, it is not easy to create a popular product. However, sometimes, given the right opportunity, products that have been in obscurity for a long time can suddenly shine brightly. The Scrub Daddy cleaning sponge brush is a vivid example.
In 2006, Aaron Krause, the founder of Scrub Daddy, ran an international polishing pad and car detailing company. His hands were always covered with oil due to frequent contact with machinery, which inspired him to create a more comfortable way to clean his hands.
Based on 14 years of experience in manufacturing polyurethane foam polishing pads, Aaron successfully invented a unique polymer foam material cleaning product in 2007. The design is round, with grooves on one side and double holes in the center, and has been successfully patented. However, when Aaron enthusiastically promoted this innovation to auto repair shops, he was met with a cold reception. The high price and non-essential positioning made it difficult for the market to accept it, and Aaron had no choice but to shelve it. These yellow sponges were labeled as “junk” and dusted at the bottom of the box.
In 2008, Aaron’s company was acquired by 3M, but these sponges were not included in the vision of the new owner. It was not until the fall of 2011 that Aaron accidentally discovered them while tidying up the house. After using them by chance, he was pleasantly surprised to find the magic of these sponges: they become hard when exposed to cold water, suitable for scrubbing stubborn stains; they become soft when exposed to warm water, gentle and harmless to hands. What’s more amazing is that they can also be refreshed after rinsing, which is not only suitable for furniture cleaning, but also a good helper for washing dishes.
Aaron keenly realized that these once abandoned “waste products” may be reborn with a new look and bring huge commercial value. So he added a smiling mouth pattern to the original design, re-applied for a patent, and Scrub Daddy was born.
At first, the sales of Scrub Daddy were not ideal until Aaron appeared on the “Shark Tank” program in 2012 and won the favor of TV shopping queen Lori Greiner. Greiner not only invested $200,000, but also brought it into the field of TV shopping, selling 42,000 products in just 7 minutes, which caused a sensation.
With the increase in exposure, Scrub Daddy quickly became popular and entered mainstream retail channels such as Walmart and Home Depot, with sales rising steadily. By 2019, its annual revenue had reached $209 million, and it was hailed as one of the most successful products in the history of “Shark Tank”.
From “junk” to “explosive product”, the transformation of Scrub Daddy seems to be accidental, but it is inseparable from Aaron’s careful planning and the excellent quality of the product itself. With the help of “Shark Tank”, Scrub Daddy has gained widespread attention and recognition; and its unique temperature-controlled deterioration characteristics and interesting smiley face design make it stand out among many cleaning products.
In order to consolidate its market position and expand its brand influence, Scrub Daddy continues to innovate. They not only enriched their product line and launched smiley face sponges and peripheral products in various colors and shapes, but also actively responded to the call for environmental protection and implemented a “recycling reward” program to encourage consumers to recycle old products. These measures not only enhanced the brand’s sense of social responsibility, but also further consolidated its position in the hearts of consumers.