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Lysol
Protect Like A Mother

RAN IN:

CLIENT
Reckitt Benckiser

Chris Tedesco, General Manager, US Marketing
Rich Sidoli, Sr. Brand Manager

AGENCY
McCann *Lead Agency

Tom Murphy, CCO
Maru Kopelowicz, EVP, Executive Creative Director
Chioma Aduba, SVP, Group Account Director
Sarah Watson, EVP, Global Strategy Director
Lauren McCrindle, Creative Director
Erin Wendel, Creative Director
Justin Ballheim, VP, Strategy Director
Alicia Patton, Acct Director


SUMMARY

Lysol was increasingly perceived as harsh for everyday use. It was losing relevance globally and reserved for only the most extreme cases of disinfection. To reconnect with our core consumers, mums, on more than the grossest jobs in her house, we had to uncover a universal truth that gave our products new and relevant meaning. The resulting campaign elevated the strength of our products from a functional germ-kill claim to an emotional promise of protection. And in the process, it unified a global business, while reimagining an over 100-year-old brand.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: CONSUMER INVOLVEMENT/USER GENERATED;EVENTS;INTERACTIVE/ONLINE;MOBILE/TABLET;OOH;PR;SOCIAL MEDIA;TV

Audience: Mothers

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: Multinational

Language: English