CLIENT
Reckitt
Chris Tedesco, CMO / General Manager of US Marketing
Umar Khan, Vice President of Marketing
Whitney Braddock, Senior Brand Manager
Quyen Slotznick, Global Manager, Insights & Analytics
AGENCY
Pam Kim, Executive Creative Director
Josh Schildkraut, Creative Director
Miranda Dean, Creative Director
Kelsey Steele, Strategy Director
Katy Milmoe, Group Account Director
Joyce Roughley, Executive Producer
Zenith Media
Encore Worldwide
SUMMARY
Household supplies are often very rational, with communications based on performance claims and efficacy. Brands are beginning to recognize the importance of cause marketing, but they haven’t always made a meaningful connection between product and purpose. With #SkiptheRinse, Finish authentically tied its product to a meaningful mission - effectively communicating a powerful formula that led to behavior change while making a meaningful difference toward saving water. Not only did this drive a significant sales increase, Finish was finally able to gain market share and drive brand loyalty like never before.
