Shout: A New Generation of Stains
To stay relevant in an ever-changing market of do-it-all laundry detergents, Shout wanted to make sure that their specialty stain product made it’s way into shopper's carts. Therefore, in partnership with a larger design team, we helped bring Shout’s shopper campaign targeting "a new generation of stains" to life. By using a modern watercolor look to represent specific stains such as grass, red wine and condiments, we were able to create a bold look for the brand's in-store displays and merchandisers.
To highlight the innovative power of Shout, we used techniques at shelf that mimic the disappearance of stains. A thermochromatic panel on the floor displays instructs shoppers to rub to see stains disappear as the heat from their hands reacts to the ink. We also developed lenticular shelf blades that would transform from being covered in stains to appearing clean and featuring Shout’s stain guarantee. Cross-merchandising with stain-prone products was also heavily utilized as a key driver for this campaign, placing Shout in alternate sections of the store such as the sports aisle or with baby food or white t-shirts.
CREATIVE DIRECTOR: Susan Kissinger
COPYWRITER: Erin Heraty
IN COLLABORATION WITH: Ogilvy Chicago
REGION: North America
ROLE: Art Direction, Design