Dive Transient:
- Scotch-Brite, the sponge model, launched a brand new marketing campaign, “The Brite Facet of Clear,” centered round self-expression and the satisfaction of a refreshed house, based on a press launch.
- Key to the marketing campaign is a 30-second spot, set to Outkast’s 2000 hit music “So Contemporary, So Clear,” that positions cleansing as a enjoyable and uplifting expertise. The marketing campaign contains related TV on native broadcast, Hulu, Netflix, Amazon Prime Video and YouTube.
- The trouble may also span digital show, natural and paid social, in-store shows, out-of-home, and digital channels together with Spotify and Google search. “Sparkle Squad” model ambassadors and a Coachella presence spherical out the marketing campaign.
Dive Perception:
3M’s Scotch-Brite is trying to remodel cleansing from a chore into an act of self-care and positivity with “The Brite Facet of Clear,” a marketing campaign that might resonate with shoppers who’re more and more in search of out feel-good content material. The trouble can be timed to the spring-cleaning season, a interval when many are more likely to be procrastinating their dreaded family duties.
“This new marketing campaign is an evolution of the Scotch-Brite model. ‘The Brite Facet of Clear’ is greater than a marketing campaign, it is a motion,” says Joe Paul, CMO at 3M Shopper Enterprise Group, in a launch. “Our objective is to assist folks discover pleasure within the course of with merchandise that match each their distinctive wants and private fashion.”
On the heart of the trouble is a 30-second spot set to “So Contemporary, So Clear,” a 2000s hit that gives the marketing campaign a component of nostalgia, a mainstay amongst advertising and marketing campaigns of late as manufacturers try to hyperlink themselves to tradition. The spot showcases how straightforward it’s to “discover the vibe” with Scotch-Brite’s cleansing instruments, permitting extra time for household dance events whereas nonetheless crossing chores off of the to-do record.
“The Brite Facet of Clear” was created with company Gotham and might be supported by influencer content material from TikTok content material creators and Sparkle Squad model ambassadors, together with nationwide influencers Kaylie Hill and Rosie Picosa, per particulars shared with Advertising and marketing Dive. Moreover, a Scotch-Brite x Chef Ok Camp Poosh VIP occasion at Coachella is supposed to place cleansing as a feel-good expertise and will assist the model forge stronger connections with youthful audiences like millennials and Gen Z.
Apart from being well-timed to the spring-cleaning season, Scotch-Brite’s marketing campaign additionally comes as the worldwide sponge and scouring pads market is experiencing progress, anticipated to achieve a worth of over $7 billion by 2034, up from $5.5 billion in 2024. The worldwide family cleaners market, which doesn’t embody sponges, can be rising, anticipated to generate $41.15 billion in income in 2025.
Others within the cleansing class have debuted buzzy advertising and marketing lately, together with Clorox, which launched a “Clear Feels Good” platform rooted in a tie-up with Emotiv for a neuroscience research testing how shoppers’ emotional response to cleansing compares to feel-good actions like petting puppies.
Scotch-Brite father or mother 3M reported This fall gross sales of $6 billion, up 0.1% yr over yr, based on an earnings assertion. The corporate reported full-year gross sales of $24.6 billion in 2024, a decline of 0.1% YoY.
