The Problem:
Despite the increasing trend of eco-consciousness among Australians, this mindset often fails to translate into actual purchasing decisions at the shelf. Consumers frequently prioritize efficacy and value, sometimes overlooking environmentally friendly options. This presented a significant challenge for Method as it sought to expand its presence in Australia. The brand needed to bridge this gap by positioning itself as both effective and unique to the category with its 2 core personal care SKUs that most often introduce new shoppers to the brand: hand wash and body wash.

The Insight:
Our target consumer views her home expansively, considering her body, personal space, and the world around her as integral parts she wants to nurture and celebrate. She desires products that not only perform well but also contribute to her holistic sense of well-being and harmony. This insight highlighted the need to showcase how Method products align with her values and enhance her lifestyle, emphasizing the balance they bring to her entire home environment.

The Creative Solution:
To address the problem, we developed a comprehensive suite of shopper assets designed to drive brand awareness and encourage product trial. The goal was to create materials that not only attract attention but also convey the unique benefits of Method products, fostering a deeper connection with the Australian consumer base. By focusing on the dual strengths of Method—captivating scents and amazing formulas—we aimed to present the brand as both eco-friendly and highly effective.

The Execution:
We brought the solution to life through a campaign that illustrated the balance and harmony Method products bring to the consumer’s life. Our creative execution centered on visually striking assets that paired products with their corresponding scent cues in a modern and bright graphic system. For example, body wash was balanced with a peony petal and sea salt, while hand wash was balanced with a grapefruit slice and berries.

We chose a graphic and playful visual approach over a hyper-realistic photoshoot to stay within the creative Method world, effectively communicating the brand’s personality. These visuals were complemented by playful copy that maintained the Method brand's lighthearted and vibrant tone, using phrases like "hands-on" and "good vibes." The combination of engaging visuals and cheerful copy ensured that the assets were eye-catching and clearly communicated product benefits and unique selling propositions.

This strategy successfully resonated with the target audience, driving awareness and encouraging trial of Method products in Australia, ultimately supporting the brand’s expansion.