The Problem:
Windex was confronting a significant challenge in connecting with millennial consumers, who largely perceived the brand as reminiscent of their parents' generation and not in line with their modern values and preferences. This generational gap posed a threat to Windex's market relevance and necessitated a strategic rebranding effort to rejuvenate its image among younger shoppers.

The Insight:
Research and market trends indicated that millennials prioritize sustainability and environmental responsibility in their purchasing decisions more than previous generations. They tend to support brands that actively contribute to ecological conservation and demonstrate genuine commitment to reducing their environmental footprint. Recognizing this shift in consumer values provided a pivotal opportunity for Windex to align its brand with these emerging priorities.

The Creative Solution:
Embracing this insight, Windex embarked on an innovative path to reestablish its brand identity by launching the first-ever home cleaning product bottle made entirely from 100% recycled, ocean-bound plastic. This initiative began with the Windex Vinegar product line, chosen for its eco-friendlier composition compared to the traditional Windex Blue formula. The campaign was anchored by the tagline "Our Small Step to Help Seas Sparkle," cleverly adapted from Windex's classic slogan "Give Life a Sparkle." This new messaging aimed to capture the essence of Windex's commitment to environmental stewardship while resonating with the values of the millennial audience.

The Execution:
The rollout of this ambitious rebranding campaign involved a multi-faceted approach, incorporating both physical and digital marketing strategies to maximize reach and impact. Leading the rebranding efforts, a high-profile launch event at Bloomingdale's flagship store in New York City prominently featured the Windex Ocean Plastic bottle within their "Good for the Globe" pop-up, among other sustainable brands. This initiative was marked by engaging window displays, influencer collaborations, and giveaways of a limited-edition recycled Bloomie's bag, significantly boosting the product's visibility and appeal to consumers.

Following this impactful launch, the rollout of the ambitious rebranding campaign took a multi-faceted approach, combining physical and digital marketing strategies to ensure broad reach and engagement. A comprehensive launch strategy was implemented, deploying captivating in-store and online shopper assets across major retailers such as Target, Meijer, Kroger, Dollar General, Publix, Safeway, and Walmart. These materials were crafted to visually articulate Windex's commitment to environmental sustainability, featuring artwork that mimicked layered watercolor paintings of oceans and marine life, a creative collaboration with watercolorist Jade Wu. The updated packaging design, inclusive of these artistic elements and a QR code, invited consumers to learn more about Windex's initiatives toward plastic sustainability.

The campaign's message was further amplified through special events and promotional activities. An Earth Day in-store demonstration at Kroger rewarded shoppers with a custom "Help Seas Sparkle" reusable tote bag upon the purchase of the new Windex product, alongside event signage and handouts that underscored the product's environmental benefits.

These concerted efforts culminated in the campaign receiving a 2020 Bronze Effie Award, an accolade that acknowledged its success in redefining Windex's brand image. Through this comprehensive strategy, Windex not only repositioned itself as a champion of environmental responsibility but also resonated with the values and expectations of millennial consumers, establishing a new benchmark for sustainability within the home cleaning product sector.