Why did Mrs. Meyer's pull out of its first Target test?
Answered independently in 1 episodes. Every line below is verbatim from the transcript, timestamped to the moment it was said.
What the archive says
01Monica intentionally created Mrs. Meyer's to knock off her own successful brand, Caldrea, because 80% of household cleaning products sell at mass and Caldrea's packaging was too upscale to survive there. source →
02The packaging brief was 'imagine your parents made the labels in their basement' - sophisticated but not too slick, with stock bottles and stock triggers because Mrs. Meyer's wouldn't have a fancy bottle. source →
03When a 250-store Target test underperformed, she pulled the brand out herself rather than be kicked out, then returned 18 to 24 months later leading with a trend report instead of an order request. source →
What was actually said
And then we had on-ground merchandisers to stock the shelves. You're on the ground stocking plantograms at Whole Foods and other upscale stores. Target wanted us in there.