Challenge

Liquid-Plumr’s business was stuck in a clog. Top-of-mind awareness in the category is owned by Drano and sales were not growing (despite category growth). Liquid-Plumr’s big TV awareness-focused branding campaigns had failed to move the needle, so they needed a new approach.

APPROACH

Rooted in the popular “Will It?” format, we developed the “Will It Clog?” campaign to truly test the power of Liquid-Plumr. Utilizing social influencers to bring the campaign to life and search data to inform editorial and key release periods, we developed a multi-touchpoint campaign with consistent creative from social to shopper.