Household Supplies & Services

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

2021 BRONZE

You Hold the Power

Creatively leaning into a differentiated product claim — a triple-active formula — the Spectracide Weed & Grass Killer campaign reinforced effectiveness against the three greatest consumer concerns around weeds while capturing consumer attention. Greatly outselling their share of voice, the campaign delivered a 9:1 return on marketing investment with significant YOY sales growth and gaining market share.

Brand: Spectracide Weed & Grass
Client: Spectrum Brands .
Agency: Rodgers Townsend
Language: English

2021 BRONZE

“Flush Fling” Small Spaces Re-Launch

Febreze needed to breathe new life into a declining bathroom air freshener segment, with the ambition to both grow the segment and take the #1 position. With this goal in mind, Febreze uncovered a powerful problem plaguing America’s bathrooms—odors that fling from the toilet with every flush, sticking to fabrics and re-emerging as stink: “Flush Fling.” To address this unsolved problem, we created a PSA-style campaign that completely disrupted this segment of broken promises, ultimately becoming the #1 SOM leader and growing the segment +13%.

Brand: Febreze
Client: Procter & Gamble
Agency: Grey Advertising
Language: English

2020 SILVER

Lysol Laundry

Lysol had earned its way into households with a promise to kill 99.9% of germs.  But today, with new, natural category entrants, moms thought Lysol was too harsh.  So how were we going to convince moms we were gentle enough for even their kids’ clothes as we launched into the entirely new category of laundry?  By showing moms that the items their kids love the most are actually the germiest, we increased sales of Lysol Laundry Sanitizer by 58.3% and proved to moms that they could trust Lysol – everyday.

Brand: Lysol
Client: Reckitt Benckiser
Agency: McCann 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