Household Supplies & Services
Cleaning products, waxes, detergents, floor-care products, fabric softeners, paper products, domestic services, mowers, fertilizers, lawn care services.
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.
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.
Client: Procter & Gamble
Agency: Saatchi & Saatchi