‘Fear No Mess’ campaign launches for the green cleaning product
Integrated ad agency MUH-TAY-ZIK | HOF-FER and digital media agency Essence recently completed a campaign with green cleaning product company method, launching as its 15th anniversary hits this year. The “Fear No Mess” campaign went live yesterday and is designed to disrupt the entire cleaning category by shifting the primary message from cleaning up messes, to unabashedly enjoying the act of making them.
This marks a significant pivot for method, from creative executions that concentrate purely on “clean” to executions that express the joy of getting dirty. Check out the campaign's video spots and digital OOH here on method's YouTube channel.
Media focus will revolve around connected TV, YouTube pre-roll, Facebook, Instagram, Pinterest, in-store ads, digital video out-of-home, and perks app Viggle components representing a vastly different approach from competitors like Seventh Generation (you may have seen the NYT profile of their new campaign) and Honest Company. While those brands emphasise more traditional green category messages of health and safety, “Fear No Mess” aims to elevate what’s typically a low engagement category with arresting creative more akin to the fashion world than cleaning, weirdly wonderful messes that capture our imagination, and a lifestyle message that encourages consumers to adopt clean ingredients for dirty play.
MUH-TAY-ZIK | HOF-FER and method tapped into the idea that beauty exists in being dirty - and created amazing messes that reflect method’s bold, modern aesthetic. It’s all based on the insight: method is effective in cleaning up, which allows consumers to be worry-free in getting dirty. Essence is leveraging this eye-catching creative to bring the edgier side of the method brand to mainstream media. For example, the video-driven out-of-home placements stop pedestrians in their tracks by presenting a surprising video loop (cinemagraph) where each mess execution is seemingly endless and magical.
“Fear No Mess” is unusual, unique and represents the latest in digital marketing tactics and breakthrough agency creative. The campaign highlights core products from method’s expansive portfolio, looking to raise awareness and support the brand’s consistent double-digit annual growth.