Challenge:
As Gen Z and Millenials were developing new cleaning habits to fit into their time-starved schedules (e.g., micro-cleans, touch ups, cleaning hacks that do ‘just enough’), SC Johnson Challenged us to brand a product that would convince these consumers to use room-specific cleaners rather than all-purpose ones, starting with the bathroom. The top purchase motivators for home cleaners are ease of use, brand trust and good value, all of which often rank highly for all-purpose cleaners. Scrubbing Bubbles had lost bath category buyers, who were instead flowing to all-purpose cleaners resulting in Scrubbing Bubbles brand and category bleed.
Strategy:
Community focused on branding a product that would alter the behaviour of consumers, marketing to those “quick clean” consumers who could use Scrubbing Bubbles Easy Clean for their bathroom in lieu of all-purpose cleaners. As such, Scrubbing Bubbles Easy Peasy (Easy Clean in the U.S.). We ended up with a humourous, tongue-in-cheek campaign that made cleaning feel like the easiest job in the world.
