Pine-Sol

2000-1 campaign for Pine-Sol household cleaner. At start of 2000, Pine-Sol was number 2 brand in the liquid dilutable household cleaner market, but in slow decline since 1998, facing attack from P&G, Reckitt and Unilever brands.

WINNER: PACKAGED GOODS OTHER SILVER

PineSol

Executive Summary

This is a case about properly practiced creativity, as defined by Bill Bernbach, founder of DDB:

Properly practiced creativity must result in greater sales more economically achieved. It...