.
THE ASK
Create an advertising campaign to reach a consumer base that hasn’t typically used Ecolab products before, and show them that this solution was built with their needs in mind.
THE CHALLENGE:
Convince our audience that this is the right product for them while shaping a brand personality that genuinely supports and understands small businesses.
We’re here for small restaurant owners, the people who eat, sleep and breathe their businesses. They pour everything into their restaurants, and because of that they deeply value anything that saves them time and keeps their space clean and running smoothly.
Cleaning isn’t something they’re passionate about, but it’s one of those things that needs to get done. Of course they want a spotless restaurant, but what they really need is more time to focus on the parts of the job that made them fall in love with this industry in the first place, cooking, serving their community, and building something they are proud of.
CLEANING SHOULDN’T BE THIS COMPLICATED, SO WHY OVERCOMPLICATE IT?
Because the tablets are incredibly small, we let white space do the talking. The open minimal layouts magnify their tiny scale and make the product feel even more EFFICIENT and simple.
A simple cleaning product should have a simple campaign. Cleaning is never going to be fun but it can be less complicated. This campaign is about celebrating the ease, the speed, and the straightforwardness that small businesses have been asking for– showcasing a product that reduces clutter with an uncluttered ad.
Simple product. Simple message.
Team
Paige Cemenski
Elena Wurst
Rachel Bergh
Ethan Heimer