Household Supplies & Services

Cleaning products, waxes, detergents, floor-care products, fabric softeners, paper products, domestic services, mowers, fertilizers, lawn care services.

2018 SILVER

Strong Brands Take Stands

As a challenger brand being outspent 48:1 by the category leader, Brawny® needed to find an impactful way to reconnect consumers to the brand. During Women’s History Month, The Brawny Man® stepped aside to celebrate women's strength. By leveraging a culturally relevant idea and limited edition packaging, the Brawny® Strength Has No Gender™ campaign achieved an incremental $13MM in media value driving a 40.6% sales lift with participating Walmart stores and set the stage for a national conversation around breaking gender stereotypes.

• Brand: Brawny®
• Client: Georgia-Pacific
• Agency: Cutwater

2018 BRONZE

Cleaner of Your Dreams

To reverse years of decline on the aging Mr. Clean brand, we researched the brand’s past successes and intersected them with today’s household cleaning dynamics. This uncovered the insight, “there’s nothing sexier than a man who cleans”,  inspiring the idea “Mr. Clean is the cleaner of your dreams”. Despite being in a highly commoditized category and having a premium price tag, the campaign drove sales for Mr. Clean Liquid Cleaners and Magic Eraser up 3% and 5% respectively – representing a significant lift across 82% of the brand’s overall portfolio.

• Brand: Mr. Clean
• Client: Procter & Gamble
• Agency: Leo Burnett Toronto

2018 BRONZE

Bradshaw Stain

WE TURNED A STAIN INTO AN AD. We wanted to celebrate America’s #1 detergent – Tide – on America’s biggest stage – the Super Bowl.  Knowing viewers would be waiting for a mistake, we wondered… Could we troll the Super Bowl with a stain in the live broadcast? We could!  During the Big Game, millions witnessed Terry Bradshaw appear on TV in a stained shirt.  Thousands tweeted about the “mistake.” Then Tide claimed the stain with an ad.  Tide Pods sales increased 22%, and Tide penetration hit an all-time high.

• Brand: Tide
• Client: Procter & Gamble
• Agency: Saatchi & Saatchi

FINALISTS

Mrs. Meyer's Clean Day Just Keep Making

Scrubbing Bubbles Transforming The Bathroom

Glade Museum of Feelings