Insight: Some people clean because they want their house or kitchen or table to be clean. Others clean because they had a really bad day at work or they want to make the book club jealous or they can’t believe Stacy is actually going to come over.
Idea: Show that Pine Sol is the perfect cleaner for these people with ulterior motives because it can be used on nearly anything. This means they can just grab it and go, expressing all of their truest feelings through cleaning.
New cleaning kits and labels that are specific to different reasons why people clean.
Reach out to people talking about cleaning on twitter or facebook and send them customized kits and labels that are specific to the way they clean.
Art Director: Ansley Jacobs