Household Supplies & Services

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

2016 BRONZE

Have You Gone Noseblind?

Febreze launched the CAR Vent Clip in 2012, the brand went from zero to 60, becoming the car freshness category leader. By 2014, sales for the CAR slowed. People didnt smell the need for car fresheners. We needed to drive interest, fast. The solution was two-fold. We leveraged a groundbreaking insight around becoming de-sensitized to odors (a condition we named noseblind) and then delivered a stream of messaging to maintain interest over time. As a result, Febreze CAR sales soared, and drivers and passengers were breathing happy.

Brand: Febreze
Client: Procter & Gamble
Agency: Grey New York
Language: English

2014 SILVER

Cottonelle - Test Your Cleaning Logic

When you're the #5 brand in a fully penetrated category like toilet paper, you've got to get pretty inventive to move the needle. Cottonelle recognized this and took an inventive approach: challenge the dry-only wiping culture in the US by creating a routine around their high-margin but poorly penetrated flushable wipes product. By engaging consumers and getting them to question their cleaning logic, Cottonelle established a unique Dry + Moist position in the category, teeing them up to drive serious growth for the foreseeable future.

Brand: Cottonelle
Client: Kimberly-Clark
Agency: TRIS3CT
Language: English

2014 BRONZE

The Miracle Stain

What does Tide do when it has nothing new to talk about and finds itself under attack by lower-priced brands? It goes to the Super Bowl and gets everyone to talk about Tide. Armed with a twist on a category conventionthat stains should be celebrated and not eliminatedTide set out to create a miracle and delivered to the world the Miracle Stain. In the end, Tide proved that no stain is sacred, increased the brands purchase consideration by 4% and managed to get over 1.6Bn impressions.

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