Dri-Pak Soda Crystals Tackle Big Jobs in a Miniature World for First Ever Brand Campaign

Dri-Pak, a leading provider of traditional cleaning products, has unveiled its first ever advertising and marketing campaign created by creative content agency, Be The Fox, to showcase the versatility of ‘Soda Crystals’, its one-bag solution trusted by over 5.2 Million consumer purchases in the UK.

Famous for its bright green bag, Dri-Pak’s Soda Crystals have become increasingly popular with households and cleaning influencers for delivering impressive results in cleaning grease and limescale while being ecologically friendly and non-toxic. Titled 'Whole Lotta Clean', the campaign takes on the UK’s reliance on single-use and disposable products, driven by the need for multipurpose products that are cost-effective and available nationwide in local shops and supermarkets.

The multichannel retro-style creative draws on Dri-Pak’s 60-year heritage in cleaning as a household favourite. The suite of content includes four variations of social ads plus ‘how to’ guides featuring a catchy jingle to both educate and entertain. A big green rubber glove can be seen working away in a miniature kitchen. The films showcase how easy it is for everyone to use the one product in multiple ways and are a far cry from how cleaning products are usually advertised and communicated with consumers.

The campaign will run across Meta, Instagram, YouTube, DV360, Yahoo, Mail Online, Guardian Online and Teads and on Dri-Pak's social channels, leveraging the go-to media platforms for cleaning enthusiasts, influencers, and everyone in search for a smarter way to clean.

“Our method of cleaning is even more relevant today than when the product was first created," said Robert Fenton, managing director of Dri-Pak. "People want to clean with fewer products as they are mindful of costs, the environment and ease of use. The campaign is accessible to everyone, and we can’t wait to see the response from our loyal customers and new audiences as they discover even more ways to use Dri-Pak Soda Crystals."

Megan Price, co-founder and director at Be The Fox, said, “I've used this product for years in my home, firstly on my kids' reusable nappies, and now, I'm able to spread the word as the creative team behind Dri-Pak's first ever campaign. It's ecological and not expensive, which I know is important to lots of people. The campaign shows, in a non-dated or cliché cleaning category advertising way, how easy it is to use. It's relatable and entertaining and I believe the creative will relate with a whole lotta people.”