- Just in time for the spring cleaning season, Scotch-Brite is launching a new campaign, “The Brite Side of Clean,” that features Outkast’s early 2000s hit, “So Fresh, So Clean.”
- The campaign is anchored by a :30 spot that depicts a man feeling the vibe of the song as he cleans his kitchen. As he glides through the room, wiping counters and pans, his spouse and dog look on incredulously before joining in.
- The campaign will also include a roster of brand ambassadors, whom the brand is dubbing the “Sparkle Squad,” who will create social content and help build a community of online champions for the brand.
“We want to remind consumers that Scotch-Brite, an iconic brand that’s been trusted since 1958, continues to deliver unmatched performance and durability,” said Joe Paul, chief marketing officer at 3M Consumer Business Group. “Today’s consumers don’t have to dread the cleaning process, knowing they can count on Scotch-Brite to help them power through a tough mess.”
Timed to the spring cleaning season, the campaign is aimed at two distinct audiences, Paul said. The first are “Performance Seekers,” who are over 35 and “prioritize efficiency, effectiveness and value in their cleaning tools.” The second are “Next Gen Cleaners,” who are the 18–34 set, who want all of those things “and more: a sensorial experience, sustainable choices and smart, beautifully designed cleaning products.”
The company found that the campaign resonates strongly with both targets, Paul said. The creative inspires people to find their vibe and step into the ‘brite side of clean’ with Scotch-Brite’s epic cleaning power,” he said. “We know that many consumers listen to their favorite music while cleaning, so we wanted to bring this to life in a fun, fresh way that also feels authentic.”
The campaign is also meant to acknowledge the outsized role the home plays in people’s lives since the pandemic. “Homes have become places of work, sleep, school and play. Homes are people’s sanctuaries and cleaning can now be considered an act of self-care,” Paul said. “It’s no longer just about tidying up, but about creating a space that feels good and supports mental well-being.”
The new spot will run on linear and local TV, as well as connected TV, online platforms, organic and paid social, in-store displays and digital out-of-home. In addition to the television commercial and the Sparkle Squad, Scotch-Brite will also host a VIP event at Coachella and roll out a mix of other advertising via Spotify, Google search and other platforms.
