How the Clean Task® Rebrand Helps Customers Find the Right Products for Each Job

Our customers are searching for wiping solutions for cleaning tasks—not just toolboxes. Yet, when people searched online for our TOOLBOX® brand products, they were met with hundreds of literal toolboxes before finding our wiping solutions. To become more search-friendly and connect with a broader audience, we went searching ourselves for a brand name that truly reflects what our products are used for. The results pointed clearly to Clean Task®, an existing brand at Sellars, which has now been expanded to include many more of our wiping products. With this rebrand, the products remain exactly the same, aside from their name and packaging. Here are three reasons we rebranded our wiping solutions to open the door for more cleaning tasks with our Clean Task®.*

1. To Eliminate Confusion

When seeking a wiping product, customers want three things: health, hygiene and performance. This new identity showcases what our products do best: cleaning tasks wherever they are. This eliminates customer confusion about what to use our wipers for and which products will work best, providing reassurance and building customer confidence.

2. To Expand into Broader Industries

Clean Task® boasts many useful applications beyond its industrial-focused former identity. In doing extensive consumer research and communicating firsthand with our current customers, we uncovered a disconnect for customers in industries like jan/san, government, and food service, for which TOOLBOX® seems too Industrial. Our wiping products excel in these industries, and now, new customers can choose them with greater confidence.

3. To Lower the Cost Per Use

Using the wrong wiper can make cleaning tasks harder AND more expensive. With the Clean Task® naming structure, it's fast and simple for your customers to compare products to choose the right substrate and strength for each task. Using a wiper that is too light duty means it will take far more sheets to achieve the required clean. Using too heavy-duty of a wiper will work well but will cost more per use. The same wiper isn’t necessarily the best choice for cleaning up spilled apple juice in a school cafeteria and spilled gasoline in an auto mechanics shop.

With Clean Task® products, the higher the number, the stronger the wiper. The letter indicates substrate—Z for DRC, T for hydroentangled, S for spunlace and R for scrim. So, a Z300 will be a DRC wiper for light duty tasks, while a Z600 will deliver the most superior strength for heavy duty tasks. Learn more about choosing the right wiper substrate for the job.

The rebranded Clean Task® line brings fresh confidence to Sellars customers with its updated colors and modern design elements. And so far, this change has been incredibly well received by our customers. We look forward to continuing this exciting rollout and ensuring the right cleaning products reach the people who rely on them.

Explore our Brand Transition Cross-Reference Guide for additional information on the rebrand, the product name changes for each product number and more.

*TOOLBOX Blue Shop Towels and TOOLBOX White Rags sold through retail channels will remain under the TOOLBOX name and branding.