10.21.23
CLR Brands, the household cleaning brand from the manufacturers of Jelmar, LLC, is playing the role of the so-called “tough guy” on all dirt and messes in a new national creative campaign.
Entitled “Been There. Outdone That,” the new creative plays up CLR Brands’ strength, dependability and capability to defeat the toughest messes.
“If there is one thing we want shoppers to know about CLR Brands, it is that our products work hard – they are strong, safer and get the job done,” said Alison Gutterman, CEO and president of Jelmar. “We love that this new campaign shows the true side of cleaning. It’s the jobs that don’t start pretty and can seem daunting, but we want to show that using our products are the best match for a cleaning challenge and will sure leave a shining result.”
'Bold' Rebrand
From CLR Brands’ broad portfolio of 16 products, the campaign features four product heavy hitters: CLR Brilliant Bath, Calcium, Lime, & Rust Remover, Garbage Disposal and Mold & Mildew. The creative campaign is also the first stage for the company to reveal a bold new rebrand that features redesigned packaging, labeling and updated product names.
The “Been There. Outdone That” campaign was developed in partnership with Periscope, the creative agency of the Quad Company. The creative team’s focus was to truly show what CLR Brands does best and that is to tackle the grossest, grimiest messes. With a strong commitment to authenticity, a “gunk master” was employed on set to create genuine lime deposits, mold and mildew stains, kitchen messes and more. Made for consumers who don’t want to mess around and would rather find a product that can get the job done well, the campaign is developed to help shoppers feel confident and capable in their choice of CLR Brands.
The campaign kicked off Oct. 16, running across national TV, digital, social, display, in-store and online.
Check out a clip of the campaign here: