Making Fails a Huge Success
When we were developing our "Right Tool" creative strategy for affresh® Specialized Cleaners, we learned an interesting thing or two. One, in a low-interest category like cleaners, you have to get dramatic, very dramatic. And two, while well-intentioned, people have some pretty crazy ideas about cleaning. That was the impetus behind our fully integrated “Fail” campaign. In the end, we made it abundantly clear that while there are lots of ways to clean something, there’s really only one way to do it right – with affresh®, which happens to now be the No. 1 selling brand of appliance cleaners.