Concept, Art Direction, Brand positioning.
Bursts of Happiness
Like the rest of the cleaning category, Bloo were focussed on germ-kill messaging. We took the brand away from the expected (because of course a toilet cleaner cleans toilets) and gave them the personality to connect with their audience on some sort of an emotional level.
First as a press campaign, the client had the opportunity to sponsor The Paul O'Grady Show (a popular UK talk show).
The success of the new positioning lead to a new brief to launch a ‘revolutionary’ new product (client’s words) and get the FoamAroma name out. And that’s exactly what they got. Be sure to have have your sound on for this.
FoamAroma became Bloo’s most successful product launch to date, growing a struggling business by £3m.