DDB San Francisco launched a new advertising campaign for Liquid Plumr Double Impact drain opener. The campaign features a woman who fantasizes about two handsome plumbers after using the product. The ad aims to appeal to women, who are the main shoppers in the drain cleaning category. It shows the product being used in a fun and memorable way to differentiate the brand from competitors typically featuring masculine imagery. The spot is intended to deliver the strategy of the two-part product in an entertaining way that will resonate with female audiences. The campaign will run on television and online to promote the new product launch.
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DDB San Francisco launched a new advertising campaign for Liquid Plumr Double Impact drain opener. The campaign features a woman who fantasizes about two handsome plumbers after using the product. The ad aims to appeal to women, who are the main shoppers in the drain cleaning category. It shows the product being used in a fun and memorable way to differentiate the brand from competitors typically featuring masculine imagery. The spot is intended to deliver the strategy of the two-part product in an entertaining way that will resonate with female audiences. The campaign will run on television and online to promote the new product launch.
DDB San Francisco launched a new advertising campaign for Liquid Plumr Double Impact drain opener. The campaign features a woman who fantasizes about two handsome plumbers after using the product. The ad aims to appeal to women, who are the main shoppers in the drain cleaning category. It shows the product being used in a fun and memorable way to differentiate the brand from competitors typically featuring masculine imagery. The spot is intended to deliver the strategy of the two-part product in an entertaining way that will resonate with female audiences. The campaign will run on television and online to promote the new product launch.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as DOC, PDF, TXT or read online from Scribd
DDB San Francisco launched a new advertising campaign for Liquid Plumr Double Impact drain opener. The campaign features a woman who fantasizes about two handsome plumbers after using the product. The ad aims to appeal to women, who are the main shoppers in the drain cleaning category. It shows the product being used in a fun and memorable way to differentiate the brand from competitors typically featuring masculine imagery. The spot is intended to deliver the strategy of the two-part product in an entertaining way that will resonate with female audiences. The campaign will run on television and online to promote the new product launch.
Copyright:
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Download as DOC, PDF, TXT or read online from Scribd
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FOR IMMEDIATE RELEASE
Date
February 13, 2012
Location San Francisco
DDB San Francisco Launches Campaign for New Liquid Plumr Double Impact The Clorox Company launched a new spot this week to support a product launch in their drain opener business -- Liquid Plumr Double Impact. In doing so, Clorox is bringing excitement to a low-engagement category with a bold new advertising approach. Around the house, clearing clogged drains is typically considered a mans job and advertising in the category is typically filled with masculine imagery. Yet in reality women are the predominant shoppers in the category and often the plumbers at home. So for the launch of new Liquid Plumr Double Impact Snake & Gel System, DDB San Francisco took a decidedly female approach. From the voice over to the imagery, this commercial is made for women with a fun, sexy tone. DDB San Francisco wanted to bring the duality of Liquid Plumr Double Impact Snake & Gel System to the forefront since it is a two-part product that contains a snake to pull out the clog and a gel to flush the remnants away. The spot opens on a simply dressed woman in a grocery store picking up the product, when the Double Impact name launches her into a fantasy. All done up with hair, makeup and clothes, she is her fantasy self. Two hot plumbers show up at her door and she eagerly invites them in. Upstairs, she snakes the drain and flushes the clog with their nodding approval. The seductive music and deep voice add sexiness to the product demonstration. It ends back in reality, where we see the inspirations for her plumber fantasy the handsome man at the deli counter and a cute stock boy.
437 Madison Avenue New York NY 10022 T 212 415 2000 F 212 415 3414 info@ny.ddb.com www.ddb.com Registered numbers, office and regulatory authority details as required
In a category often dominated by masculinity, we needed to differentiate the Liquid Plumr brand from the competition. We gave the product a story that our female target could relate to in a fun and memorable way, said Chad Ackley, Group Creative Director of DDB San Francisco. We love how the creative delivers the strategy. What could have been a purely functional piece of communication about how the product works became in the hands of the DDB team a funny and breakthrough spot that really hits our female audience in a fresh new way, said Julia Kaplan, Director of Marketing for the Clorox Cleaning Division. The campaign debuts today and will appear across network and cable television. The television ads, including :15, :30 and :60 spots, will run on programming that includes top-rated network and cable shows including Jimmie Kimmel Live!, The Tonight Show with Jay Leno, Americas Funniest Home Videos, and House of Payne as well as online streaming video on ABC.com and CW.com. For more information about Liquid Plumr Double Impact, please visit LiquidPlumr.com or Facebook.com/LiquidPlumr. About DDB DDB Worldwide Communications Group Inc. (www.ddb.com) ranks among the top five consolidated advertising and marketing services global networks, according to Advertising Age. DDB emphasizes Social Creativity to grow the value and influence of brands around the world by creating ideas that people want to play with, participate in and pass along. The agency is consistently one of the most awarded at the Cannes Festival of Creativity and was recognized by The Gunn Report as one of the Top 3 Global Networks for 10 of the last 12 years. DDB was also recently named the Spikes Asia Network of the Year for the second consecutive year and the Eurobest Network of the Year for the third consecutive year. DDB Worldwide is part of Omnicom Group Inc. (OMC) and consists of more than 200 offices in over 90 countries. Contact Jeff Swystun: 212-415-2186 Elena Weinstein: 212-415-2191
437 Madison Avenue New York NY 10022 T 212 415 2000 F 212 415 3414 info@ny.ddb.com www.ddb.com Registered numbers, office and regulatory authority details as required
