Household Supplies & Services

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

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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

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

Mamás de hierro

En un contexto competitivo de indiferenciación, Fuyí se propuso reforzar el vínculo emocional con sus consumidoras más allá de sus productos. A partir de una simple observación, que la mayoría de los monumentos en Argentina pertenecen a hombres, la marca decidió accionar y rendir homenaje a todas las madres que luchan y toman decisiones difíciles por sus hijos. Así, nació el monumento a las #MamásDeHierro. Visibilizamos una verdad hasta ahora omitida a través de un monumento físico y, con homenajes contemporáneos en redes sociales, celebramos los esfuerzos de las madres de hoy.

Brand: Fuyí
Client: SC Johnson
Agency: BBDO Argentina