It’s a critical time for CLR Brands. While powerhouse brands rely on outspending everyone, niche players have been stealing share. Our challenge was to come up with a creative campaign and media approach that would break through the clutter as effectively as CLR branded products eliminate tough stains. The solution was helping CLR Brands find their voice as the overqualified expert of clean. After all, when you’re known (and named!) for cleaning the uncleanable, everything else is child’s play.
Overqualified and deservedly confident, we hear the brand itself explain how it’s seen every kind of mess, stain and gunk, and eliminated them all. For decades. And has yet to be outdone.
A series of product-centric spots promote each of the core four CLR Brands® products, showing all the specific stains, surfaces and smells they are overqualified to clean.
The brand’s voice is overqualified enough to confidently show up anywhere — from traditional radio to musical verse.
