Sara Lee says new packaging graphics signaling attributes such as “fresh” and “clean” have boosted market share and sales of its Ty-D-Bol toilet cleaner.

Responding to a wave a competitors sporting more contemporary packaging with fresh brand promises, Sara Lee has leveraged the efficacy of the brand’s iconic “Ty-D-Bol Man” in the brand’s new packaging. Hanson Associates developed a design that translates across the brand’s range of products.

An illustration of the Ty-D-Bol Man anchors the packaging communications. The character’s icon is prominently incorporated into a new brand logo.