Aspiration and ambition
In 2017, Lysol® introduced Lysol Laundry Sanitizer. Unlike regular laundry detergents, Lysol Laundry Sanitizer is designed to kill bacteria that live on washable fabrics, a benefit our target audience – parents – could clearly appreciate. Our aspiration was to drive both awareness and equity. Many consumers may not have known that Lysol Laundry Sanitizer was an additive to their regular laundry cycle, not a detergent itself. And even concerned parents may not have known the shocking number of bacteria that they and their children were living with.
We needed a compelling way to illustrate a sticky problem,...