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.
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 wedding 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.
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.