Method
How do you inject new life into a cleaning brand that's lost its edge?
BY TALKING DIRTY.
Eco-friendly household-cleaning brand Method disrupted a legacy category in the 90s with distinctive modern design and a challenger attitude, known as "people against dirty". Since then, design-forward/eco-conscious cleaning had become a category unto itself and Method's vibe had lost its edge. We pitched and won a piece of retainer business that included a new 'big idea', integrated campaign, social-media overhaul, experiential activations and more.
I led the pitch/campaign strategically, laying the inspiration &research-driven foundations for a sexier, toothier vibe, positing that a distinctive, more high-fashion-editorial look & feel would appeal to customers. The creative platform "Fear No Mess" was driven from the strategic insight that method's near-perfect eco-friendly ethos made customers feel good about buying it... so good that they might feel free to make life's messes with abandon.
We propagated the big brand idea "Fear No Mess" across traditional & digital media placements, also using the campaign to highlight individual hero products such as all-purpose cleaner and laundry detergent.
HEADING TEST
During this time, method had been grouped together with a European eco-brand under the ownership of a new parent entity, which was rebranding itself to "People Against Dirty". I led an initiative with the leadership team to explore what the new master brand could and should stand for in the world, distinct and in support of its two portfolio brands.
