Method
How do you inject new life into a cleaning brand that's lost its edge?
BY TALKING DIRTY.
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I led the pitch/campaign strategically, laying the inspiration &research-driven foundations for a sexier, toothier vibe, positing that a distinctive, more high-fashion-editorial look & feel would appeal to customers. The creative platform "Fear No Mess" was driven from the strategic insight that method's near-perfect eco-friendly ethos made customers feel good about buying it... so good that they might feel free to make life's messes with abandon.
We propagated the big brand idea "Fear No Mess" across traditional & digital media placements, also using the campaign to highlight individual hero products such as all-purpose cleaner and laundry detergent.
SoFi
