Magnifying a Cleaning Revolution

PROJECT: LAUNCH A BREAKTHROUGH PRODUCT

Reckitt Benckiser formulated a new cleaning product that uses probiotics to clean beyond the surface. They came to Spitball to dig deep into consumer insights to create a compelling launch campaign.

THE CONSUMER CHALLENGE
Beyond getting consumers to associate probiotics with more than just gut health, how do you get consumers to see clean that they can't physically see?

SOAPING UP THE SCIENCE

The team at Spitball are sponges when learning everything there is to know about our clients’ products, and for this client it was particularly appropriate. After observing and speaking with VEO scientists in their labs, we were able to witness probiotics in-action and gained valuable insights into the cutting-edge way they allow us to live healthier lives. VEO takes these probiotics beyond the realm of gut-health and onto the surfaces of your home for a deep microscopic clean. Our learnings were transformed into a direct and forward-thinking campaign to reach moms who are eager to use the most scientifically-effective products in their home to provide the best environments for their families.

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THE SPITBALL IDEA

The core communications goal was to change the audience mindset, behavior and approach to cleaning. Spitball created a construct to challenge conventional thinking by inviting users to put their daily clean under a microscope. To demystify the science, we demonstrated that VEO’s uniquely chosen strains of super-cleaning probiotics really work and challenged them to go where their clean has never gone before. This scientifically-proven comparison against traditional all-purpose cleaners was the focal point of the concept and allowed us to visually prove that VEO cleans at a microscopic level to provide a deep clean.

 

CONNECTING THE MOLECULES

Spitball created an integrated approach for the VEO product launch across social, digital, Amazon, PR and events. A sequential communication plan allowed us to deliver a layered experience to empower the audience to dive deep to learn about the deep cleaning power of active-probiotics and allow consumers to easily digest the complex science. Interactive ads, compelling video demonstrations and scientific proof all reinforced the true differentiation of VEO.

 

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