METHOD CELEBRATES LIFE’S MESSY MOMENTS IN BREAKTHROUGH BRAND CAMPAIGN
SAN FRANCISCO, (March 24th, 2014) — Today, Method, the premier disruptor of the home care category, launches a new integrated campaign celebrating life’s messy moments through a romantic comedy-style series of TV and online ads, content and social media programs. Through the story arc of two characters, key milestones in a relationship unfold and relatable messes come to life through Method’s unique style. The colorful campaign is centered on the idea that there’s an entertaining story behind every mess, and every mess deserves a clean, happy ending.
“Our campaign is grounded in a universal human truth that people’s lives are messy,” said Alison Worthington, Method’s Chief Marketing Officer. “As with all great storytelling, we aimed to create tension by bringing these truths to life in a beautiful, aspirational setting inspired by the breakthrough color, design and wit of our brand. Continuing in the tradition of the challenger brand that we are, these are not your typical soap product demo ads.”
This new content is an evolution of the brand’s ‘Clean Happy’ mantra to demonstrate Method’s promise to provide a better cleaning experience through fragrance, design and health. Leaning into the insight that people are often introduced to Method at key milestones in their lives, the campaign is built around real-life moments. From the couple’s first meeting, to a dinner incident with the in-laws, to a flying meatball at mealtime, the audience is invited to follow the journey of Charles and Francine as their love story progresses. To seed the campaign on Facebook, Method is hosting a photo contest called the Clean Happy Awards, asking fans to submit their best pet, kid, and party messes.
“Our story is about opposites attracted to one another,” said Tommy Means, Mekanism founder and Executive Creative Director. “Francine is charming, stylish, impulsive and a bit of a mess not unlike Audrey Hepburn in Breakfast at Tiffany’s. Charles on the other hand is clean and orderly. Telling the Method story through the eyes of this odd couple falling for each other is something everyone can relate to.”
Method partnered with creative agency Mekanism to create and produce the content which includes a mix of TV and online ads and a 60-second movie trailer style video. Method’s digital agency of record, Essence, developed and executed its media plan, television media buy, and website redesign. The campaign, while integrated across multiple channels, is Method’s first significant foray into online advertising to better reach the people who love Method where they live and shop online. The ads will run from March 24 – June 7 in top US markets including San Francisco, Seattle, New York, Denver, Portland, Boston, and Philadelphia. To view the campaign ads and learn more, visit methodhome.com/cleanhappy.
Founded in 2000, Method is the pioneer of premium planet-friendly and design-driven home, fabric and personal care products. Formulated with naturally derived, biodegradable ingredients, Method cleaners put the hurt on dirt without doing harm to people, creatures or the planet. Today, Method can be found in more than 40,000 retail locations throughout North America, Europe, Australia and Asia. Major national retailers include Target, Lowe’s Home Improvement Centers and Kroger. Method is a privately held company headquartered in San Francisco, Calif. For more information, visit methodhome.com.