The Challenge
Colgate-Palmolive sought to expand the portfolio of Fabuloso, the leading liquid cleaning brand in the U.S., into new categories. The goal was to capture consumers who already had strong brand affinity but were demanding more practical and versatile antibacterial solutions. The challenge: entering the highly competitive disinfecting wipes segment, dominated by established players such as Clorox and Lysol.

 

The Opportunity
There was a strategic opportunity to leverage Fabuloso’s iconic fragrances, Latin heritage, and strong U.S. recall to launch a disruptive disinfecting wipes line with the potential to increase market share and open new avenues for growth.

 

The Strategy
Diogo led the project end-to-end, combining product innovation, business development, and strategic marketing. Key achievements included:

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• Securing EPA regulatory approvals in time and ensuring compliance for the new product line.

• Increasing production capacity through partnerships with third-party manufacturers, enabling scale even during the pandemic.

• Expanding the portfolio with new SKUs (e.g., smaller packs) to capture on-the-go usage occasions (airplanes, subways, buses).

• Positioning the product with efficacy claims and differentiated fragrances, connecting innovation to Fabuloso’s brand DNA.
   

The Results

• Successful launch of Fabuloso’s first disinfecting wipes line in the U.S.

• $25MM in incremental annual sales, with Amazon ratings as high as 4.6 stars.

• Expanded brand relevance, strengthening distribution across key retailers such as Walmart, Dollar General, and Amazon.