S.C. Johnson

Erica LeBlanc, Global Marketing Director
Ashley England, Global Brand Manager
Ann Mukherjee, Global CMO

Ogilvy & Mather *Lead Agency

Antonis Kocheilas, Managing Director, Head of Planning
Alexander Louie, Global Planner
Christine Zinker, Global Management Supervisor
Brittany Backstrand, Account Executive
Tereasa Surratt, Global Group Creative Director
Jon Morgan, Creative Director
Wanda Perry, Project Manager

PHD

How can a small, but inspired, natural home cleaning brand reignite growth in a category created and defined by the better-funded incumbents? By reframing the category and challenging marketing norms, it reached a new consumer showing that cleaning isnt the end of something dirty but the start of something inspirational. A contest brought the insight to life prompting consumers to share their personal stories of making. Communications resulted in +26.6% sales growth, 2.7x the category rate and millions embracing the brand to celebrate the pride and joy of home making.