Brawny paper towels was hemorrhaging market share to Bounty. They fired their agency and came to us looking for a solution. Having four children of my own I knew a few things about messes. So we created a campaign that not only put Brawny back in the houses and kitchens of families but scared the bejesus out of Bounty along the way. Within 1 month of the campaign’s launch, Bounty bitched out their agency and copied our new strategic direction- Make light of life’s messes.
Imitation is the sincerest form of flattery:)