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Hidden Valley
Hidden Valley It!

RAN IN: United States

CLIENT
The Clorox Company

Jon Schlesinger, VP Marketing
Suzanne Sengelmann, VP Marketing

AGENCY
DDB California *Lead Agency

Stacey Grier, Chief Strategic Officer
Jim Bosiljevac, Creative Director
Vicki Sanders, Group Acct. Director
Lindsey Lucero, Acct. Director
Jason Wertheimer, Director of Interactive Production
Tyler Wilson, Associate Director of Planning


OMD

Andrea Barberi, Group Media Director


AKQA

Miranda Molen, Group Media Director


Swirl


SUMMARY

Growing Hidden Valley in 2013 meant entering a new category (seasonings) with an old product, Dry Dips and Dressings. McCormick was the Goliath of the category, dominating the aisle with over 100 spices and blends. We had one flavor: Ranch. To succeed, we focused on the number of foods you can season rather than the number of seasonings we had. Starting with foods people were searching for, we offered ideas on how to Hidden Valley It. A total of 1,432 distinct and relevant advertisements inspired consumers to "raunchify" their foods.

CASE VIDEO


Hero Medium: Interactive/Online

Audience: Mothers

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English