Brillo Introduces New Brand Campaign

Brillo, a leader in consumer household cleaning products and one of the most recognized brands in the world, is introducing its all-in-one cleaning brand experience with a new “Clean Out Loud” campaign. The campaign brings a unified and recognizable look to the broadened product portfolio which now includes popular household cleaners Cameo, Parsons and Snobol. Each co-branded product reflects updated packaging that features the bright colors and bold Brillo logo consumers have come to recognize.
 
The campaign positions Brillo as a one-stop brand shop for household cleaning solutions with a growing family of products comprising soap pads, sponges and traditional household cleaners. Through its tremendous growth, Brillo has remained part of family-owned and -operated Armaly Brands. Over the years, Armaly has maintained its reputation and position as one of the world's leading manufacturers of consumer sponge and cleaning products. Armaly acquired Brillo in 2010.
 
“Our fans tend to have an array of cleaning products in their arsenal and get satisfaction from the cleaning process. Brillo has been a resource in the family for years—and our consumers share their excitement to see household cleaners added to our product lineup—but we know we needed to evolve to maintain relevancy for future households,” said John Armaly, president of Armaly Brands. “Our growth into other trusted product solutions supports Brillo's brand promise to provide the most effective cleaning solutions for every single type of surface, spill and stain, and we believe this move answers the current gap on shelf for a suite of products that address performance and sanitization throughout the home. That's how our new 'Clean Out Loud' campaign was born.”
 
Brillo is investing in bold, youthful branding that establishes a consistent look across its growing family of products, which include:
 

• Soap pads: Square steel wool pads with soap to power out grease and grime
• Cameo: Non-abrasive tarnish remover restores luster
• Parsons Ammonia: The all-purpose cleaner for every surface
• Snobol: Liquid toilet bowl cleaner
• Estracell sponges: More sanitary non-cellulose sponges which rinse 99.9% clean

 
The “Clean Out Loud” campaign will launch in homes across America through a strategic mix of digital media ads, TV media promotions and experiential support featuring quick and easy tips and tricks for cleaning. Brillo will offer product combinations deemed best for specific cleaning scenarios.