Starwax
Giving a cleaning product company a breath of fresh air.
Starwax has been around for the past 75 years, and were in dire need for a rebranding to help them capitalize on their longstanding success. We were tasked with increasing market share and awareness through our campaign.
My partner and I researched the competition, new trending cleaning habits since the pandemic, and tested messaging that would resonate with our target audience.
We created an engaging campaign that focused on humanizing a messy environment and promotes the target's intention to have a cleaner environment and supports them doing so.
You never see dirty homes in cleaning ads. We've built this expectation of maintaining a clean home 24/7.
Our campaign challenges this. Given the time frame, we focused on the habits that the target developed during lockdown, and showed how the product can help them curb said habits.
As the brand strategist, I worked with past advertising from the brand, considered the competition's branding, and utilized insightful research to create executions that speak to a pivotal moment in their purchase journey.
Heavy focus on visuals made this campaign work harder for us. The key to the ads were relevance to what the target is experiencing. If we speak to them through pictures, it promotes a sense of relief knowing that a company understands.
Our targets included 25-35 year olds who are now experiencing staying at home for extended periods. We positioned Starwax as a casual friend/roomate to help you clean- a product for every task.
Before-and-after visuals speak to real life scenarios that occur in the home. This would push the consumer to recognize the product's potential, while also relating to their own environment.
The Presentation
Team Members:
Jax Fetzko- Copywriter and Researcher
Shane Sukhlal - Strategist and Art Director