Household Supplies & Services

Cleaning products, waxes, detergents, floor-care products, fabric softeners, paper products, domestic services, mowers, fertilizers, lawn care services.

2024 SILVER

The Stinkiest Sock

Lysol Laundry Sanitizer kills odor-causing bacteria on clothes. Coming off a pandemic, you’d think it’d be easy to sell a germ-killer. But most thought their routine was already killing bacteria - when in reality, detergent just covers up its stink. We wouldn’t make an impact repeating smell-and-smile category tropes. So, we embraced smell-and-gag: theWorld’s Stinkiest Sock. We demonstrated just how badly consumers need LLS – because you can’t see bacteria, but you can smell it. Lysol created a big stink that led to increased buzz, penetration, and sales.

Brand: Lysol
Client: Lysol
Agency: McCann New York
Language: English

2024 BRONZE

Me, My Autism & I

In an age of throwaway fast-fashion and improved mainstream detergents, laundry additive Vanish was losing its relevance to modern families and its role in their repertoire. But by working with the autistic community, a group of people who form intense relationships with favourite clothing items, Vanish was able to powerfully articulate both what it offers – longer-lived clothing – and why that matters on a deep emotional level. It was a win-win result for Vanish, whose brand and business were revitalised, and for autism, and autistic girls in particular, who had too often been overlooked, misunderstood and marginalised.

Brand: Vanish
Client: Reckitt
Agency: Havas London
Language: English

2024 BRONZE

Tide Power PODS: You're Gonna Need More Tide

Tide PODS needed to reignite laundry consumer’s interest in the category by promoting Tide Power PODS and upgrade them. Consumers, however, were reluctant to understand why they’d need more Tide. By borrowing from social media and online culture where life’s messes are shared, we pointed the mirror at consumer’s lives, proving just how messy their lives can be. “You’re Gonna Need More Tide” made consumers realize why they’re gonna need more Tide, increased Power PODS sales by 45% and contributed to 62% of Tide's growth in the launch quarter.

Brand: Tide
Client: Procter & Gamble
Agency: Saatchi & Saatchi
Language: English

FINALISTS

Rose Petal Maxob Household Supplies

B&Q How B&Q helped the nation create change in a cost of living marred Spring

Scotts Scott for Scotts