Method Products is embracing fun with its new “There’s Good Inside” campaign developed with creative agency Mekanism and Mekanism’s in-house social-media agency, Epic Signal.
The campaign pivots from the more educational or nagging angle about using eco-friendly products to showing how cleaning can be fun and enjoyable.
“To show that ‘clean’ doesn’t have to be all about elbow grease and sparkly white floors — it’s individual personalities, bold colors, vibrant factory workers, and a ’90s track we all know and love,” says Laura Wimer, creative director, Mekanism.
The two-minute anthem video — set to The Proclaimers’ ’90s pop classic, “I’m Gonna’ Be (500 Miles)” — spotlights method’s Chicago facility, workers and products.
“We’ve changed the focus of the work from cleaning, design and color to drawing attention to the beauty of what’s inside our bottles — not only how our products are made and who makes them — but ultimately how we are connected to the homes and people who use and love Method,” says Wilmer. “Put simply, the old work was about what we do. This new work is about why we do it.”
Ads will run from Aug. 13 to Oct. 7 in U.S. markets where Method has growing distribution, such as Chicago, Washington D.C. and Denver. Mekanism’s media strategy uses new TV viewing behaviors across OTT and connected TV environments to run the long-form spot in non-skippable environments.
Also, spots of varying length will run across online video, cinema and social media.
This project is a reunion for the two companies.
Mekanism was Method’s AOR for over four years, from 2011-2015, before the cleaning brand decided to work with other shops. They reunited this year because “we missed each other so much,” says an agency spokesperson. “The sequel’s sometimes better!”
Source: Media Post