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brillo pads

Insight

Women are more likely to ask for a divorce, at 69 percent, due to frustration from men failing to do household work. 

STRATEGY

Highlight what men would lose if their relationships were to end. 

IDEA

Brillo - Thrive Together.

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IN STORE ACTIVATION

In major supermarkets, an arch way made out of brillo pads will be installed in cleaning appliances aisles, where Brillo is sold. It resembles a weddi​ng ceremony to encourage couples to purchase Brillo Pads and cherish good teamwork.  ​

 PR Packaging

To keep this campaign PR central, we will cover the Brillo Pad packaging in Divorce Paper agreement forms to emphasise the importance of working as a team in a relationship.

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TV

SYNOPSIS

The advert begins with a close up shot of a wedding ceremony. There is a couple reading their wedding vows, talking about how they will cherish teamwork when it comes to household chores.

The shot opens up to show a supermarket aisle, revealing they are actually reading their vows in a supermarket cleaning aisle and take brillo pads off the shelf.

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