Dirty Jobs

Industry:   Consumer Packaged Goods


The Company:

The Dirty Jobs line of cleaning products is inspired by the Emmy®-nominated Discovery Channel series Dirty Jobs featuring Mike Rowe. Products are currently in distribution at Wal-mart and Lowes.


The Challenge:

Determine best use of Mike Rowe endorsement across marketing touchpoints to drive household cleaning product sales while staying true Mike’s personal brand equity (lovable mess).


What We Did:

Clarified and managed inherent conflict between mess and clean. Developed marketing, promotion and packaging concepts to drive turn at shelf.



Recommendations endorsed by Management team, in development.

 Dirty Jobs logo 180x120