The Problem:
Pledge was confronted with the challenge of declining sales and recognized the necessity to innovatively introduce their new 3-step system for floor care products to reinvigorate interest and boost market performance.

The Insight:
Targeting millennials, a demographic known for their desire to create inviting, impressive spaces for hosting friends and family, revealed an opportunity. This demographic seeks efficient, effective solutions that offer immediate satisfaction and visible improvements in the aesthetics of their living spaces, aligning perfectly with Pledge's offerings.

The Creative Solution:
To address this, Pledge strategically overhauled their marketing approach, positioning their floor care range not just as individual products but as a comprehensive, easy-to-use 3-step system designed to "Clean It, Beautify It, and Revive It." This system promises to effortlessly clean, shine, and rejuvenate floors, embodying the campaign’s compelling tagline "Impress Yourself." The idea was to make floor care simple and rewarding, mirroring the instant gratification millennials seek in home care products.

The Execution:
Collaborating with Ogilvy Chicago, a lifestyle-centric photoshoot was directed to reflect the campaign's essence, focusing on millennials experiencing satisfaction from their revitalized floors. The comprehensive campaign spanned across social media, digital platforms, print media, and in-store displays, highlighting both individual products and the entire system. This global launch also extended to Pledge's international brands, Pronto and Blem, in Europe and Argentina, respectively. Additionally, an innovative strategy placed Pledge in the skincare aisle, drawing a parallel between skincare routines and floor care to engage millennials in a relatable and informative way, introducing them to proper floor maintenance.