Happi Staff03.10.20
Jelmar, LLC, a company in the household cleaning products industry, announced the launch of a new creative platform for its CLR brand of products. The first campaign of the new platform, tagline "Fight the Clean Fight," brings a fresh and playful voice to the brand.
The Fight the Clean Fight campaign is the first piece of work from Jelmar's new partnership with marketing agency MARC USA. The campaign will make its debut in new TV spots, display advertising, the CLR brand social channels and on a revamped CLR website.
"CLR has long been a trusted, traditional household staple for many families," said Alison Gutterman, CEO and President of Jelmar. "This new creative direction shares the bold and humorous side of our brand and will engage a new generation of fans for many years to come. While always keeping our core values, it is important for us to continue finding unique and exciting ways to showcase how we celebrate the pursuit of clean."
The Fight the Clean Fight campaign was built around the insight that homeowners are infuriated by certain messes and will go to great lengths to get rid of them. Playing up how annoying these messes are, the campaign personifies each mess with typical annoying archetypes that live in various spots in the household—the countertop, sink drain, toilet and beyond. No matter how tough the opponent, homeowners are empowered with CLR to defeat any mess.
The Fight the Clean Fight campaign is the first piece of work from Jelmar's new partnership with marketing agency MARC USA. The campaign will make its debut in new TV spots, display advertising, the CLR brand social channels and on a revamped CLR website.
"CLR has long been a trusted, traditional household staple for many families," said Alison Gutterman, CEO and President of Jelmar. "This new creative direction shares the bold and humorous side of our brand and will engage a new generation of fans for many years to come. While always keeping our core values, it is important for us to continue finding unique and exciting ways to showcase how we celebrate the pursuit of clean."
The Fight the Clean Fight campaign was built around the insight that homeowners are infuriated by certain messes and will go to great lengths to get rid of them. Playing up how annoying these messes are, the campaign personifies each mess with typical annoying archetypes that live in various spots in the household—the countertop, sink drain, toilet and beyond. No matter how tough the opponent, homeowners are empowered with CLR to defeat any mess.