Stanley Black & Decker: Floor 99.9

Stanley Black & Decker, a manufacturer of industrial tools and household hardware, promoted its steam cleaners by showing consumers in Belgium that they could literally eat off the floor after using the product.

Campaign details

Agency: These DaysCountry: Belgium

Background

An overdose of too good to be true claims by manufacturers has made many people sceptical about advertising claims. Just saying your product is 'incredible' through standard advertising is no longer enough to convince people. So an experiential approach was needed for our almost too good to be true claim: the SteaMitt & steam-mop kill 99,9% of all bacteria.

National context of the campaign

Everybody's heard the saying that the floor is so clean you could eat off it. Especially in reference to how well someone has kept their house....

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