How the worst kind of germs helped Pine O Cleen reassert its leadership of the home-hygiene category

Pine O Clean (POC), a home-hygiene brand, regained leadership in its category in Australia by demonstrating that its products destroyed the worst germs of all: other people's.

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.