Launching a revolutionary sustainable home cleaning brand

The Challenge

JAWS International, based in Toledo, aimed to reduce plastic waste generated by single-use household cleaning products. Traditional cleaners often rely on disposable plastic bottles that can take centuries to degrade in landfills or pollute oceans, contributing to microplastic contamination. To address this issue, JAWS developed a reusable bottle system with refillable cleaning cartridges.

The Work

Brian Pia led the launch of the Just Add Water System (JAWS), emphasizing its dual benefits: effective cleaning and reduced environmental impact.

Key initiatives included:

• Conducting market analysis to strategically position the brand.
• Highlighting the innovative system, where compact, non-toxic cartridges are paired with reusable bottles, significantly cutting plastic waste.
• Securing extensive media coverage across the United States and engaging influencers to showcase JAWS products.

One significant milestone Brian secured was a product test by Good Housekeeping. JAWS was the only cleaner among 17 tested to leave glass streak-free, boosting credibility and sales.

The Results

JAWS Cleaners has sold more than 150 million cartridges and received the EPA Safer Choice Partner of the Year Award, recognizing its safer chemicals and sustainable packaging. 

This success has positioned JAWS as a leader in eco-conscious cleaning solutions, alongside industry giants like Apple and The Home Depot.

The brand continues to set a benchmark in eco-conscious home cleaning.