Household Supplies & Services

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

2010 SILVER

Ask Sherwin-Williams

Sherwin-Williams has defined the paint category for 143 years and is the professional contractors' paint of choice. Growth would come from the DIY segment. Yet despite having 3,300 stores, Sherwin-Williams had achieved negligible penetration with the DIY segment compared to big-box operators like Home Depot and Lowe's. Our challenge was twofold: Get on the radar of DIY painters and find a message compelling enough to overcome the price/convenience equation of the big-box stores. We not only grew awareness and consideration, but also grew sales of premium DIY paints by 15%.

Brand: Sherwin-Williams Paint Store Group
Client: Sherwin-Williams
Agency: McKinney
Language: English

2010 BRONZE

Seeing is Believing

Terminix, the leader in termite and pest control, thrives when the housing market is booming. Last year, with the economy spiraling downhill, Terminix knew, in order to grow, it had to change consumer behavior. Traditionally, homeowners only call when critters are already crawling across their kitchens or gnawing through walls. The change: convince them to see pest control as year-round preventative maintenance - just like insurance and lawn care. A clever and graphic campaign that shows what could be lurking unseen behind homeowners' walls helped Terminix increase profits (EBITDA) over 30%.

Brand: Terminix
Client: Terminix
Agency: Publicis Dallas
Language: English

2009 SILVER

Just What the World Needs: Another Green Cleaner

Consumers actively seeking more natural options for their homes were becoming a fast-growing segment. Niche brands like Seventh Generation, Method and Mrs. Meyers had long been offering options but left much to be desired. The consumer wanted something decidedly different -an authentically green product that actually worked. Through multiple channels and a broad array of very real brand experiences, Green Works became the No. 1 natural green cleaner in just six months.

Brand: Clorox Green Works
Client: The Clorox Company
Agency: DDB West
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