The Brief

The dishwashing liquid category had lost its sparkle. With very little marketing support over the past 10 years, it had become a price-discounting battleground. Morning Fresh’s strong performance credentials were being undermined as shoppers muddled their way through the generic on pack claims and fancy fragrances in order to make a purchase decision. As the leading brand, Morning Fresh decided it was time to inject some life and interest back into a dull category reinforcing its performance credentials and selling some product along the way. With the primary audience being women, the promotion had to obviously appeal to them.

Creative Execution

The dishes were not only a humorous promotional vehicle, but also physical demonstration of Morning Fresh’s performance. The analogy of the transforming plates and the line ‘dirty dishes made super clean’ both reinforced the cleaning credentials of Morning Fresh Dishwashing Liquid and at the same time put some fun back in to the menial chore of washing dishes. And because research said our target market spend a lot of time on the web, the campaign was almost totally digitally driven and personalized.

Describe the creative solution to the brief/objective.

Highlighting the dishwashing power of Morning Fresh, we designed and manufactured a range of promotional dishes that when submerged in hot water, magically transform from super dirty images normally associated with Chippendale man-calendars to super clean. With our modest budget (under $1 million), the campaign was mostly online with some POS support. We created shareable viral films and a Dirty quiz on Facebook that decided if you liked your men dirty or super clean. But the first point of contact people had with the promotion was through a highly personalized film you sent to friends through Electronic Direct mail.

Results

Over 1700 people made personalized Dirty Movies they emailed friends with an EDM which in turn led them back to the website. The website itself had over 50,000 unique visitors in the first two weeks. The viral films were watched more than 50,000 times on YouTube. 5,000 dishes are currently in the hands of Australians. The campaign contributed to sales of Morning Fresh of over 1.6 million packs in the first week and this was all achieved with a modest budget of just under $1 million. Not much for an Australia-wide campaign.