Summary
Aussie home cleaning icon, Pine O Cleen, leadership of the home-hygiene category was under threat. Losing mental and physical availability, as well as a commoditization of germ killing power, meant that sales started to decline.
This is the story of how we regained leadership of the category by putting the fear back into germs. Through realizing that not all germs are created equal, we focused on demonstrating how Pine O Cleen killed the worst kind of germs, other peoples.
This new insight in the age-old business of killing germs led to disruptive, category-leading work that rightly strengthened Pine O...