Hello Products is an oral care company that was founded by Craig Dubitsky, an initial investor and board member of Method soap. Craig came to the Brandcenter and asked us to pitch a new product line and digital campaign, that fell in line with Hello's "Naturally Friendly" spirit.
The Opportunity
Flushable wipes haven't been adopted in a world where toilet paper is the norm.
our idea
Why?
- Flushable wipes are the fastest growing segment of the household paper products category, with $358 million of sales in 2015.
- It's a daily-use hygiene product, just like the oral care business.
- It's a category that can be made more natural. The leading brand contains chemicals like Butoxy Peg-4 PG-Amodimethicone.
Innovation | Refillable Dispenser
Available dispensers have no designated place to live in the bathroom and people complained about:
How unsightly it is to keep a dispenser on the floor next to the toilet.
The difficulty of turning 180 degrees to grab a dispenser that's sitting on the toilet tank.
We solved this by adding extendable, hooked arms to the dispenser.
creating the Campaign
what we learned
Flushable wipe users are diehard fans but non-users think that flushable wipes are a waste of money and just plain weird. (THE FEAR OF HAVING A WET BUTT IS VERY REAL.)
The turning point during interviews was observing that people weren't simply debating the merits of flushable wipes but they were actually judging each other's entire bathroom hygiene routine and level of cleanliness.
This is because The bathroom is one of the last private places we have left.
we've been alone in the bathroom for our entire lives AND ARE IGNORANT OF other's cleanliness routines.
Through social listening, we discovered that one of the biggest bathroom debates is whether it's better to wipe while standing or sitting.
When we asked people about this standing vs sitting during interviews, jaws dropped. Most people didn't know that another style existed and they immediately began to ridicule the other group.
Strategy
Unite people who wipe differently!
Creative Concept
The freedom to wipe the way you like. Naturally!
Press play and watch the debate! (2 min)
The Great Wipe Debate let's Sitters and Standers talk it out.
True to Hello's friendly and non-judgemental nature, Tushé Flushables lets both Sitters and Standers know:
It's always okay to do what's natural to you
Everyone can benefit from a more natural clean with Tushé Flushables
Sitting vs Standing Debate Videos
Posted on Hello's owned social channels and also as promoted content.
A call-to-action will invite viewers to visit Hello's homepage and voice their opinion on. the matter.
Vote, Compare & Share
What's a good debate without being able to speak your mind?
On Hello's homepage, participants can do just that and spread the word.
Visitors will be able to pick a side and cast their vote.
Compare their style with the rest of the country
Share their style to social media and The Great Wipe Debate webpage with others.
Free Stuff
Like the "I Voted!" sticker, we believe people should be rewarded for participating. If they share the debate we will offer them some cool gear.
- Wipe Preference ID Card
- Shareable social object to extend reach.
- Team-branded sample pack of Tushé Flushables (Stander or Sitter)
- Flushable wipes aren't used by the majority of the country. It's important to let people try the product and convert.
campaign recap
Squad
Gerardo "Jerry" Valencia - Creative Brand Manager
Lizzy Hopkinson - Copywriter
Mike Cardamone - Copywriter
Natasha Sligh - Experience Designer
Hector Rivas - Art Director
Jessie Kemmerling - Art Director