Laura Wilkens
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SC Johnson Home Cleaning Refills

Ziploc's seasonal summer campaign inspires consumers to get road trip ready. The design features innovative and creative ways to use the classic Ziploc bags and containers as portable chip and dip stations, driving game boards, and storage for everything needed for the perfect summer drive. The background of each element is a large map to emphasize the travel theme.To further entice shoppers, the incentive of a $5 gas card was provided whenever three products are purchased. I worked to build out the elements that are featured throughout stores in North America and also worked directly with retouchers to enhance the product images.

 

SC Johnson Home Cleaning Refills

Roles: Concept Development, Art Direction, Graphic Design / Copywriter: Erin Heraty / Region: United States

The Creative Solution:
Our objective was to craft compelling visuals that effectively communicated the concept of reusing a single sprayer across numerous bottles. In collaboration with our talented 3D team, we developed imagery that cleverly depicted an assembly line of bottles, all with one sprayer. This approach not only amplified brand recognition but also underscored our commitment to reducing plastic waste.

The Execution:
The campaign launched digitally across multiple retailers, including Dollar General, Target, Family Dollar, Jewel-Osco, Randall’s, Albertson’s, and Giant. We maintained a strong presence on Pinterest to engage shoppers seeking cleaning tips during quarantine and targeted dollar store customers, offering them a more affordable alternative to their usual cleaning purchases. This initiative not only addressed supply chain issues but also promoted sustainability and environmental awareness among consumers.

The Problem:
In the face of supply chain disruptions, SC Johnson confronted a pressing issue: a significant shortage of sprayers for their home cleaning products. This predicament threatened not only sales but also the brand's operational efficiency and customer satisfaction.

The Insight:
Amidst this challenge, a pivotal insight emerged—consumers are becoming increasingly conscientious about their environmental footprint, particularly concerning plastic waste. This growing awareness presented an opportunity to align SC Johnson's sustainability initiatives with the evolving values of our customers.