Household Supplies & Services

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

2023 BRONZE

Reseeding Our Appreciation for Nature

In a category increasingly driven by gadgets and gizmos, Air Wick managed to connect meaningfully by making people care about their home planet as much as they care about the ambiance inside their homes. We gave them a way to reverse the loss of 33Million acres of wildflower habitats that inspire the scents they love. This drove 117% YoY growth for Air Wick, and allowed the brand to claim the #1 share in captives. All the while helping America re-seed 130MM square feet of disappearing wildflower habitats.

Brand: Air Wick
Client: Reckitt
Agency: Havas New York
Language: English

2022 SILVER

IKEA Dollar Catalogue

In covid-restricted times, with people looking to upgrade their home environments rather than radically transform them, they weren’t thinking of IKEA as the go-to place for accessibly-priced accessories, since people usually think of IKEA only when they want to buy big items. To solve this, we reinvented the catalogue! We selected 200 IKEA goods with very low prices and then launched the “IKEA Dollar Catalogue,” transforming the catalogue from a tool for ‘top-down’ lifestyle inspiration to an unashamedly ‘bottom-up’ demonstration of accessible and broad-based value.

Brand: IKEA
Client: IKEA Taiwan
Agency: Ogilvy Taipei
Language: English

2022 SILVER

Skip the Rinse

Household supplies are often very rational, with communications based on performance claims and efficacy. Brands are beginning to recognize the importance of cause marketing, but they haven’t always made a meaningful connection between product and purpose. With #SkiptheRinse, Finish authentically tied its product to a meaningful mission - effectively communicating a powerful formula that led to behavior change while making a meaningful difference toward saving water. Not only did this drive a significant sales increase, Finish was finally able to gain market share and drive brand loyalty like never before.

Brand: Finish
Client: Reckitt
Agency: Havas New York
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