In its latest branding effort, called 'The Method Way,' Method, the San Francisco-based cleaning products company, is straying from the norm. While cleaning products often opt for marketing that is austere, monochromatic, and — for lack of a better word — clean, The Method Way campaign embraces gaudy colors, garish patterns, and mess, all in the name of cleaning with attitude.
The act of cleaning itself isn't usually associated with fun. On the contrary, cleaning and cleanliness connote chores and errands. Such a connotation thus makes it difficult for companies to establish brand loyalty. The Method Way presents Method's products as a fun alternative to cleaning that still gets the job done, and that message is likely to appeal to the young and the young at heart.
The campaign includes TV commercials, a social media hashtag, and installations in supermarkets and drug stores across the UK.
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