clr

Industry
Retail
The Work
Packaging
TV
Radio
Digital
A brand campaign that positioned this FMCG cleaning classic in inspiring territory - and delivered a 65% YOY sales lift!

The Challenge

While 84% of people had heard of CLR, only 46% had ever used the product - primarily as they're unsure what CLR actually does - and let's be honest, not many knew that CLR stand for Calcium, Limescale and Rust!

The Strategy

Because calcium, limescale and rust deposits take time to build up, they can be hiding around the home in plain sight. Our brand campaign 'See your home in a new light' prompted our audience to stop, take a good look around their home, banish the grime they'd become accustomed to - and enjoy the results, turning some of the toughest cleaning jobs, into some of the most satisfying!