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Method Rolls Out New Campaign

March 25, 2014

Includes first significant foray into online advertising.

Method has launched a new integrated campaign celebrating life’s messy moments through a romantic comedy-style series of TV and online ads, content and social media programs.
 
This new content is an evolution of the brand’s ‘Clean Happy’ mantra to demonstrate Method’s promise to provide a better cleaning experience through fragrance, design and health
 
Through the story arc of two characters, key milestones in a relationship unfold and relatable messes come to life through Method’s unique style. The colorful campaign is centered on the idea that there’s an entertaining story behind every mess, and every mess deserves a clean, happy ending.
 
“Our campaign is grounded in a universal human truth that people’s lives are messy,” said Alison Worthington, Method’s chief marketing officer. “As with all great storytelling, we aimed to create tension by bringing these truths to life in a beautiful, aspirational setting inspired by the breakthrough color, design and wit of our brand. Continuing in the tradition of the challenger brand that we are, these are not your typical soap product demo ads.”

To seed the campaign on Facebook, Method is hosting a photo contest called the Clean Happy Awards, asking fans to submit their best pet, kid, and party messes.

Method partnered with creative agency Mekanism to create and produce the content which includes a mix of TV and online ads and a 60-second movie trailer style video. Method’s digital agency of record, Essence, developed and executed its media plan, television media buy, and website redesign.

The campaign, while integrated across multiple channels, is Method’s first significant foray into online advertising to better reach the people who love Method where they live and shop online, the firm said. The ads will run from March 24 – June 7 in top US markets including San Francisco, Seattle, New York, Denver, Portland, Boston, and Philadelphia. 

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