A New Attitude for an Iconic Brand.
Brillo is a brand that has been trusted by the most thorough cleaners for over 100 years but has either been forgotten about or viewed as “the steel wool pad, my grandma used”.
So how you do you generate awareness for a brand among a generation of cleaners who may have forgotten about it?
By digging into our audience, we realized they love to clean almost as much as we do. So starting with a 15 second national TV spot, followed closely by print and digital activations, we introduced our new campaign, Clean Out Loud. The campaign paired bold colors with bold copy aiming to disrupt the category and drive the message that, it’s okay to love to clean, and when you clean with Brillo, you can Clean Out Loud.