Challenge:
Homeowners tend to get lazy when it comes to cleaning, preferring to opt for an “All-Purpose Cleaner” instead of a using a product designed to clean a specific type of spill, stain, mess or specific room. SCJ tasked us with finding a way to entice consumers, encouraging them to choose Windex, Pledge and Scrubbing Bubbles’ use-specific cleaners instead of all-purpose alternatives.
Strategy:
With the help of a friendly and approachable host, we put Canadians on the spot and asked them what products they typically use to clean their home, explaining when and why it makes sense to “Break out the good stuff,” e.g., Windex, Pledge and Scrubbing Bubbles. A set of funny, wild comparisons created an engaging avenue for our host to explain when and why consumers should be using Windex/Pledge/Scrubbing Bubbles for specific household chores, and the full-sized samples provided to everyone who was interviewed encouraged product trial. This campaign allowed us to hear directly from Canadians, engage them in dialogue and provided rationale for why they should be using SC Johnson products. We kept it light, but relatable, providing education and a chance for content in a fun and memorable way.
