The Hate Stains Co.
New Product Innovation
When Thrasio acquired The Hate Stains Co. they had 3 main products — Miss Mouth’s Messy Eater Stain Treater, Emergency Stain Remover, and Chateau Spill (for the wine lovers). Our brand team realized that the best market to broaden the business in was Miss Mouth’s. Our target audience is parents, specifically moms of littles and our product actually is magic. As a mom myself, I’ve watched it remove stains in seconds (literally right before my eyes) and have used it to save countless jammies from the messiest baby blowouts.
Since acquisition we’ve grown this brand exponentially, focusing our efforts on the Miss Mouth’s subbrand. Just in 2024 our units were around 2.7M which is +50% YoY, revenue was $46M at +85% YoY and our contribution profit was roughly $18M which is +143% YoY.
A big part of this growth has been the new products we’ve launched over the last few years. The most recent being Miss Mouth’s Laundry Detergent Sheets. This is a new product category for us, but a really exciting opportunity to further the lifecycle of the stain removing process for our brand. My role in this was to create the launch assets for Amazon including the creative for our product detail page, storefront, sponsored brand ads, and organic social.
Creative Partners:
ACD - Copy: Val Delgado
Copywriter: Britney Jackson
Production: Brad Johnson, Fabian Ray Owens, Mike Fahey, Darshak Zala
Video Editor: Chris Thomas
Packaging Designer: Chelsea Van Beek
Role:
Creative Direction + Strategy
Graphic Design
Photo/Video Production
Amazon Product Detail Page
Amazon Demand-side Platform Ads
Organic Social Post
New Product Innovation
Another product that the team launched this year is the Miss Mouth’s Messy Stepper’s Shoe Scrubber. This shoe brush is a complementary item to bundle with the Messy Stepper’s Shoe Cleaner Spray that was created in the fall of 2023. With this addition, we are able to market a shoe cleaning “kit” so customers have everything they need to stomp out stains and take their kicks from filthy to fresh.
This product was especially enjoyable to create as we got to be more playful with the product design itself. We wanted the brush to be small enough for a younger child to use so they could be engaged in the experience with their caregiver. The brush has a small curve so it’s a comfortable grip for little hands, and we added the shoe “stainmoji” character to bring the whimsical personality of our brand to the brush.
Amazon Product Detail Page
Social Post
2024 Holiday Marketing Assets
Storefront
OLV Streaming Video Ad
Social Posts
*Concept Work Only
3-color
4-color
