Clean + Green

Work

Shifted perceptions of out-of-control-splashy liquid bleach by introducing the world’s first splash-free bleach gel. Showed the world how to “Bleach Like a Boss.”

Tools

• Brief

• Campaign Development

• Multi-Cultural Insights

• Digital First Approach

• Social Playbook

Work

Introduced the general market to a Hispanic preferred cleaner that didn’t just promise whiter whites and deeper cleans, but an emotionally-appealing sense of reassurance.

Tools

• Brand Strategy

• Campaign Development

• Multicultural Insights

• Portfolio Messaging Architecture

• Channel Plan

• Social Playbook

Work

Critical thinker on the launch of “People Against Dirty” that pioneered green household cleaning products and a brand movement.

Tools

• Purpose & Positioning

• Campaign Development

• Consumer, Culture & Category insights

• Packaging Design

• Digital First Approach

Work

Oversaw and crafted the brand purpose, strategy and communication that led to being named “Green Product” of the year in 2020, a consumer-based award.

Tools

• White Space Analysis

• Target Audience Definition

• Brand Purpose & Positioning

• Packaging Design

• Consumer Research

• Multicultural

• Consumer, Culture & Category Insights

• Digital First Approach