THE NEED / To deliver a big retail merchandising effort, P&G Home Care needed a reason to bundle their top products together, and a platform that could engage moms.
THE IDEA / We delivered an over-arching platform - "Good Clean Fun" - and connected it to a property where the climactic action occurs through the magic of cleaning up the house, "The Cat In The Hat."
HOW IT WORKED / We used the hero moment in the Cat In The Hat to demonstrate the magic (and fun, right kids?) of helping mom keep the house clean. Supported by gift-with-purchase offers, chore calendars and multiple account-specific extensions, we were able to drive record levels of display and volume for P&G.