Brand Site and Content Refresh
At over 100 years old, Carbona is one of the country’s most venerable cleaning product brands. However, after several decades of passive advertising, it is only remembered (and loved) by an aging demographic. Led by its strong efficacy, Carbona needed to become part of the consideration set for young mothers and families.
We breathed new life into the brand by juxtaposing its comely packaging with a colorful play of fun imagery and helpful functionality, such as a product selector based on a user’s specific stain challenge.
Using smart, targeted social content and blog posts, we engaged Carbona's dormant fans to raise awareness and drive sales. Custom photography featuring DIY tips and advice along with a robust monitoring and response effort defined our approach to Carbona’s content.
Among the content highlights were two video series. Clean in Fifteen adopts a style popularized by such producers as Tasty to provide an entertaining twist on the how-to video. Stain Moment Victories parodies the ubiquitous gaming walk-through videos that our target audience's children watch incessantly. However, in this series, the subject matter is the dreaded stain moment!
The first quarter of this effort resulted in the brand's best revenue performance ever.
Creative Direction: Terrence Morash
Art Direction: WaiMay Cheng
Video Direction: John Rhee
Design: Calvin Gohd, Jessica Mollica
Copy: Elizabeth Gervais
Producer: Jeff Kemp