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PORTFOLIO: PHILLIP'S FASTENERS
If you invent the Phillips head screw, you might think the hard work is done. But if your patent ran out 75 years ago, generations of competitors make it a crowded field. Redeveloped packaging told the Lowe's consumer she could know at a glance exactly what type of screw she needed (psst: the premium one) and made shopping competing brands a headache. The new packaging drove 30% immediate growth and lasting change in how the hardware aisle at Lowe’s would be merchandised.