Marketing Campaign
SUMMARY
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We're on a mission to make gift cards fun,personalized and easy to use!
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MESSAGE
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Lysol createdthe disinfectant category.
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Suddenly,the reason consumers hadtrusted Lysolwas nowthe reason consumerswere using it less.
The ironywas, strengthwasthething Lysol, and moms, had in common. Infact,the onlything strongerthan ourproductswerethe momswhowere usingthem. Ifourstrength is 99.9%, mom’s is 100%, all day,everyday.
Thiswasn’t a coastal, all-naturalWhole Foods mom problem. EvenWalmart-shopping, between-the-coasts, momswere hesitant about reachingforthe Lysol blue can.
Sowe conducted a global strength study, surveying over10,000 moms in 29 markets,to uncoverthe drivingforce behind mom strength. Resoundingly, moms all overtheworld saidthe#1thingtheywanttoprotectistheirchildren.
GOALS
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OBJECTIVE
We're on a mission to make gift cards
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fun,personalized and easy to use!
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Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
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ZONE
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We could have dropped our claim and softened our brand. But instead, we leaned in, using communications to reposition the strength of our product into a virtue of our brand.
STAKEHOLDERS
Our strategy: Make the strength of Lysol as everyday as the strength of a mother’s protection.
We are strong. Strong enough to protect – on the toughest days, and every day. It’s what our consumers were born to do, and what each and every Lysol product was designed to do. It’s a shared instinct that turned our germ-kill claim into a promise of protection. Shifting our functional message to an emotional point of view. Moving the occasional need to disinfect into an everyday need to show love. And ultimately, turning what we do, into why we do it.
Are there any specific details to how the budget should be spent?
Through a big, emotional brand spot, engaging social content, and an interactive exhibit,we made Lysol synonymouswith protection,andhelpedmomsseethemselves asthefierce protectorstheyare. Ourproduct workthatfollowed highlightedthe often messy realities ofmodern parenting,where eventhe most mundane ofdailysituations need protection against germs.
BUDGET
What is your overall budget?
The resulting campaign, “What itTakes Protect,” captures ourshared instinctto protect — celebratingthe strength ofmom, andthe strength ofLysol.
”What itTakesto Protect”was a powerful platformthattookLysolfrom occasional germ-killerto everydayprotection.
Lysol’sCelebratingprotection:
Everyday product proof of our protection
Our steady stream of product work was supported by the authenticity of our communications and the frequency of our media placements, putting everyday scenarios in front of our consumers, every day.
A declaration of our point of view that elevated the brand beyond germ-kill
WHAT IT TAKES TO PROTECT
TIMELINE
mom’sCelebratingprotection:
We launched our powerful brand idea in the weeks leading up to Mother’s Day, leveraging a cultural moment about moms to make our message that much more relevant and our media work that much harder.
The duality of our campaign worked together — reinforcing our shared instinct to protect, and the role of our products in everyday protection.
DISTRIBUTIONPROCESS
By elevating our germ kill claim, we infused greater meaning and relevance in to the brand and boosted sales across the portfolio.