Client: Glade & Baygon (SC Johnson Co-Brand Activation) | Category: FMCG, Home Care, Air Care & Pest Control | Discipline: POSM, Floor Sticker Design, Cross-Brand Portfolio Activation | Scope: Long-Format Aisle Floor Sticker, Two-Brand Collaborative Layout, Lifestyle-Led Visual System, Range Communication | Brands Combined: Glade Aqua-Based (Lavender & Vanilla), Glade Essences Elite, Baygon Multi-Insect Killer | Glade Headline: Keep Your Home Fresh & Fragrant | Baygon Headline: Defeat The Pests Before They Attack | Credibility Badge: #1 Best-Selling Multi-Insect Killer in Singapore | Market: Singapore | Agency: Laugh Contagious Communications, Kuala Lumpur
Walk through a supermarket aisle and look up. Every wall, shelf edge, ceiling, end-of-gondola, and product display is contested ground — brands buying every visible surface they can. Now look down. The floor is almost always empty. It's the largest, most consistently visible, and most under-claimed surface in retail — and most brands act as if it doesn't exist. The brands that do use it get something the other formats can't deliver: a piece of POSM the shopper literally cannot walk past without standing on. And once you're using the floor, the smartest portfolio play is to put two sister brands on it together — because home-care problems rarely arrive one at a time.
The Glade x Baygon floor sticker on the actual retail floor — a long-format decal stretching the length of the home-care aisle, with Glade's Fresh & Fragrant world flowing into Baygon's Defeat The Pests message.
The full long-format artwork — two SC Johnson sister brands stitched into one continuous shopper walk, bridging through shared florals and a deliberate palette transition.
For SC Johnson's Glade x Baygon co-brand floor sticker in Singapore, we designed a long-format aisle decal that runs the length of the home-care aisle and stitches two complementary brand stories into one continuous walk. At one end, Glade's Keep Your Home Fresh & Fragrant world — lavender, soft florals, a relaxed at-home lifestyle moment, and the Glade Aqua-Based and Essences Elite ranges hero'd in deep purple. At the other end, Baygon's Defeat The Pests Before They Attack — the green-and-red Baygon palette, the Multi-Insect Killer Double Nozzle Technology product, and the #1 Best-Selling Multi-Insect Killer in Singapore credibility badge. The two halves bridge through shared florals and a continuous palette transition. The shopper walks the aisle once and gets exposed to two SC Johnson brand messages back to back — fragrance for the home they want, protection for the pests they don't.
Capabilities applied to this project: Glade x Baygon floor sticker, SC Johnson cross-brand POSM, floor sticker design Singapore, aisle floor decal design, retail floor graphics Malaysia, long-format floor sticker, cross-brand portfolio activation, sister-brand POSM design, holding company portfolio retail design, home care cross-brand activation, Singapore POSM design, SC Johnson creative agency Southeast Asia, KL agency for Singapore brands.
Got two sister brands solving complementary problems — and a piece of retail real estate they could share?
