Comet owns under the sink. The can that was there when you were a child, and is still there. Nobody else in the aisle can say that, and Comet does not say it either.
I did not pick this. I found it. “Always under my sink” is your customer’s sentence. 29 of 89 reviews say some version of it. None says anything about a formula.
“Trusted to clean homes since 1956,” then three cards about a proven formula.
One line, in the buyer’s words, on the front of the site. See the page.
3,897 written reviews on one can. Four generations in one of them. Not one word of it on cometcleaner.com.
Put their words on your page. Then publish the one number nobody in the aisle publishes: how long the average buyer has used it.
The habit is real and it is high. One reviewer already says the can is weaker than it was, and nobody is counting how many agree.
The six decisions on the previous page. Until they are made, this describes the customers you have. It promises nothing about their daughters.
A brand that does not meet its customers cannot own a habit. It can only inherit one.
A brand that measures how many households pass it down, the way others measure units, and refuses anything that would break the chain. Nobody could follow, because they would need seventy years.
Since 2018 you have kept the name, the red disc, the yellow star and the can. You did not relaunch it, rename it or move it into a bottle. That is a real refusal, already paid for, and it is the right one, because the can is what the mother handed down.
A homepage that leads with an engineered formula and a photograph of a spray. A line about generations buried below a counter. No place where a buyer can be asked how long she has used it. Every one of those can be changed this year. Until they are, the habit runs on its own, and one buyer already says the can is weaker than it was.
Owning “under the sink” means you give up three things. Cutting the formula to protect margin. Selling Comet like a launch brand. And letting Walmart be the only one who knows who buys it.
If it costs you nothing to hold, every competitor can hold it too, at the same time as you.