Rubbermaid was an American manufacturer and distributor of many household items. To enter the Thai market, the company was targeting at housewives and cleaners, but the target groups had less preference for the imported products due to a perception that they were complicated, difficult to use and not economical.
Functionality of cleaning tools is presented in an easy-to-understand style with the sense of humor that Thais love. Metaphorical visuals are used, such as a long-handle brush thatfunctions as if the user’s arm can extend for a high reach when needed. People who share the experience of this cleaning problem will find the inside joke speak for them, and feel that the imported products are friendly and emotionally involved with them.