Environmentally-friendly cleaning company Method is launching a new advertising and marketing campaign titled "Life's Messy Moments."
The campaign, while integrated across multiple channels, is Method’s first significant foray into online advertising that targets fans where they "live and shop online." The company has long been active in social media and grassroots initiatives.
Under this new campaign, Method and creative agency Mekanism are debuting a mix of TV and online ads and a 60-second movie trailer-style video. The concept builds on the insight that people are often introduced to Method at key milestones in their lives.
"Our story is about opposites attracted to one another,” said Tommy Means, founder/executive creative director, Mekanism. “Francine is charming, stylish, impulsive and a bit of a mess, not unlike Audrey Hepburn in "Breakfast at Tiffany's." Charles, on the other hand, is clean and orderly. Telling the Method story through the eyes of this odd couple falling for each other is something everyone can relate to."
Method’s digital agency of record, Essence, developed and executed its media plan, television media buy and Web site redesign.
The ads run from March 24 to June 7 in U.S. markets, including San Francisco, Seattle, New York, Denver, Portland, Boston and Philadelphia. The Clean Happy Awards photo contest invites fans to submit their best pet, kid and party messes to Facebook.
The campaign is designed to increase brand awareness and represents an evolution of the brand’s ‘Clean Happy’ message. Now, the campaign features an on-going story arc rather than general message or call-to-action.
“Our campaign is grounded in a universal human truth that people’s lives are messy,” said Alison Worthington, Chief Marketing Officer, Method. “We aimed to create tension by bringing these truths to life in a beautiful, aspirational setting inspired by the breakthrough color, design and wit of our brand. Continuing in the tradition of the challenger brand that we are, these are not your typical soap product demo ads.”
Americans spend 2.6 hours a week cleaning their homes, according to U.S. Bureau of Labor Statistics. Global spending on green cleaning supplies is projected to reach $9.3 billion by 2017, up from $2.7 billion in 2007, according to Global Industry Analysts Inc. Yet, these numbers comprise only 6% of the total market for household-cleaning products.
San Francisco-based Method is owned by Belgium-based Ecover.