The audacity of launching now

People are mostly at home, so they’re perhaps more willing to invest in a nice, reusable dispenser, and subscription for refills. Keeper’s starter kit, including a glass dispenser and one bottle of concentrate, costs $20, and customers are automatically signed up to receive two refills per month for $10.

One is this idea that Quibi thought it was designing something for commuters, but went ahead with its launch plans even as everyone stopped commuting. That deserves a sympathetic sigh, but that’s reality now. The only path forward is to iterate toward what will work, which is more of a content and distribution problem than a messaging problem.

And the movement toward environmentally conscious consumer products means they may be more interested in trying a refillable concentrate model, similar to those from Blueland and other brands, which reduces single-use plastic waste and is more efficient for shipping.