In virtually every industry the only meaningful change in market share patterns occurs when one product succeeds in changing the game by kinetizing: when the producer leverage existing energy establishing a new category or subcategory.  For example, in Nigerian bleach market,  "Hypo! Bleach" created a new Subcategory which has shifted consumers that desire extreme cleanness loyal to Hypo! The tagline: " Go wipe o! " positively resonate with washing culture in consumer landscape. What does this mean? The strategy exemplifies kinetizing recipe - changing consumer purchasing habits and preferences in bleach market.