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.

 

Result:

Recommendations endorsed by Management team, in development.

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