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 can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.

Two years ago (in early 2000), although PineSol was the #2 brand in the Household Cleaner category, business had been flat to slightly declining for over 5 years and it was under increasing pressure from the #1 brandMr. Cleanand...

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