# Dish-Doing Marketing Campaigns Scotch-Brite: Wash your Bill Invites You to Do Your Dishes By Erin Kirkpatrick | Published 2012-05-21 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/scotch-brite-wash-your-bill References: [creativecriminals](http://creativecriminals.com/ambient/scotch-brite-wash-your-bill/) & [scotch-brite](http://www.scotch-brite.ca/wps/portal/3M/en_CA/CAScotch-Brite/Scotch-Brite/Offers/Directory/?WT.mc_id=SP2012G&WT.srch=1&gclid=CN3fv4Tmh7ACFQoDQAodbzyYjQ) [Scotch](https://www.trendhunter.com/trends/scotch-brite)-Brite: Wash your Bill campaign was introduced recently in hopes of capturing the attention of younger generations. Their newest campaign is extremely interactive and provides a benefit first and foremost to the consumer and second to Scotch-Brite. How does the consumer benefit off this campaign you ask? Well, in an effort to spread the word about Brazil’s # 1 sponge brand, Scotch Brite will pay for your dinner. There is a catch to this sweet-sounding deal, however; after dining at certain restaurants in the city of Sao Paulo, patrons are presented with a choice. The patrons decide whether or not they’d rather do a couple of dishes (using the Scotch-Brite Sponge, of course) or shell out some money for their meal. Almost all of the individuals approached with this question donned hairnets, rubber gloves and a Scotch-Brite sponge and proceeded to “wash their bills.” This campaign, besides being extremely interactive, is extremely inventive and well-conceived. I mean who wouldn’t mind cleaning a couple of dishes if it meant [free grub](https://www.trendhunter.com/trends/creative-promotional-campaign)? ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 18% | Activity: 56% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Key Themes Behind This Trend - **Interactive Marketing Campaigns:** Innovative marketing campaigns that actively engage consumers and offer tangible benefits can capture the attention of younger generations. - **Consumer Benefit Campaigns:** Campaigns that prioritize benefits for the consumer, while still achieving business objectives, can be very effective at driving engagement and building brand loyalty. - **Brand Awareness Through Promotion:** Promotional campaigns that offer consumers a taste of a brand's product or values, while also providing added value, can help build brand awareness and reach new audiences. ### Where This Applies - **Food and Beverage Industry:** Interactive marketing campaigns that offer free meals in exchange for consumer engagement can disrupt traditional advertising methods for the food and beverage industry. - **Household and Cleaning Products Industry:** Campaigns that prioritize consumer benefits and provide opportunities for product use, like the Scotch-Brite sponge in this case, can generate brand loyalty in the household and cleaning products industry. - **Advertising and Marketing Industry:** Innovative campaigns that combine consumer benefits, interaction, and brand promotion can provide disruptive advertising solutions for the broader advertising and marketing industry. ## Related on Trend Hunter - [Innovative Outdoor Advertising Campaigns](https://www.trendhunter.com/trends/outdoor-advertising-campaign.md) - [Product Review-Centered Campaigns](https://www.trendhunter.com/trends/kitchenaid-love-the-racks.md) - [Dishwashing Detergent Food Campaigns](https://www.trendhunter.com/trends/game-day-recipe.md) - [Anti-Water Waste Cleaning Campaigns](https://www.trendhunter.com/trends/waste-no-space-campaign.md) - [Cheeky Splitting-the-Bill Campaigns](https://www.trendhunter.com/trends/vamos-marcar.md) - [Sensorial Dishwasher Installations](https://www.trendhunter.com/trends/cascade-clean-machine.md) - [Food-Inspired Street Art](https://www.trendhunter.com/trends/dish-pics.md) - [Interactive E-Waste Billboards](https://www.trendhunter.com/trends/cash-for-trash.md) - [Plant-Based Cleaning Tools](https://www.trendhunter.com/trends/scotch-brite.md)