MR. CLEAN
Role: Account Planner
Copywriter
Art Director
Challenge
To drive purchase of Mr. Clean Magic Eraser amongst young millennials (ages 18-25).
Research
Secondary: online trend reports and articles
Primary: 5 personal interviews, store visits
Key Insight
The target audience members lead busy lives, and have assignments, projects or other work to finish almost everyday. Due to this, they try to minimize the time spent on completing household chores so they can focus on the tasks at hand. At the same time, they are also easily distracted and procrastinate until a point they can't afford to anymore. The fact that they are aware of this and know that they should get to work doesn't stop them from wasting time anyway.
Strategy
Convince people who are newly out on their own, such as college students and young professionals, that they should purchase and use Mr. Clean Magic Eraser because Mr. Clean Magic Eraser is a quick and easy cleaning solution that leaves them with more time to do other things.
Read the full creative brief here.
Creative
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