challenge

Easy-Off oven cleaner falls under the brand umbrella of the reckitt corporation. The brand team knew they wanted to refresh the oven cleaning product line for their current customers, but also for new customers. A strategic approach was the first part of the brands journey, towards elevating the brand identity, package design, raising awareness, and activating a new audience across multiple mediums.

approach

Building a strategy begins with spending time with multiple audiences for any brand. The current audience, the internal audience/sales team, the retailer, and even the non-believers. Mintel Trends was used in gaining additional global research on cleaning trends for a POV as well. What became clear was that the “Kitchen is the heart of the home” and people want oven cleaning to be the simplest task. A seamless clean became our anthemic battle cry, and our thematic to connect all the brand.

results

In order to create activation at the shelf of the retailer, we needed to connect across all mediums to generate awareness and move people to find our product. We built a strategic approach that allowed the creative to bounce off of the creative brief and communicate in a way that customers understood the importance of a clean oven. We put new packaging on the shelf and across all mediums in record time and gained new shelf space with our retailer partners. Activation showed a 37% increase from the previous year, and our online audience grew by the thousands.