Lemi Shine #CleanBetterDoBetter

Changing small things in your life can add up to big results. Efficacy is number one in the minds of consumers when it comes to cleaning products. So we wondered, if a non-toxic cleaner could be just as effective as chemical cleaners, would busy parents choose it?

Utilizing a mix of media—video, billboards, digital and social advertising—the #CleanBetterDoBetter movement is letting families know that the unique formulation of non-toxic, citric extracts in Lemi Shine delivers a dramatic clean that is safer for their family.

 

Life happens. In fact, most of the time, it's downright messy. Let's face it, better is the new perfection. That’s why Lemi Shine is always there to empower you to clean better every single day. And doing one thing better might inspire you to do other things that are better for you too.

Like packing a gym bag. Or finally cleaning out your purse. Or even just spending a little more time with the ones that matter. Because doing one thing better may someday take you a whole lot further than you ever thought you could go. #CleanBetterDoBetter

Background

People have already switched to “better-for-you” products in food and beverage—so why not make the switch to a cleaner that’s better for you, too? Conventional cleaners containing harsh chemicals may clean your plate, but they also leave toxic residue behind on your dishes. That begs the question—is a dish really clean is it's not safe to eat off of it?

The truth is that citric extracts are naturally powerful cleaners, which is why Lemi Shine's unique formulations are as effective as conventional cleaners, but a lot safer for you. That's great news, because if you really want a better clean, now you can just switch to a better cleaner.

Results

This unexpected, innovative ad campaign has key grocery accounts excited about carrying the product line, which is rapidly accelerating distribution goals.

 

Lemi Shine’s sales are up. Way up.

The brand’s unaided recall has jumped from near zero to more than 13 points in less than 4 months. 

 

And traffic to Lemi Shine’s website from social channels and direct search has increased by more than 80 percent.

Samantha Hinrichs — ACD + Art Director

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