Reckitt Benckiser - Harpic Power Plus
'Myth Flushers' 2008
The brief: Recently we were asked to create a through the line campaign to launch the new Harpic Power Plus toilet cleaner.
The challenge: Our first challenge was to appeal to the most obsessive toilet cleaners. Most people believe that toilet cleaning is hardwork or requires a strong bleach to remove toilet stains and bacteria. We needed to convince people that no matter how obsessive they were about keeping their toilet clean, Harpic Power Plus would still impress them. Our second challenge was to ensure our campaign thought tied in with the existing global TVCs created in Holland.
The idea: Our idea was to simply flush away those old myths about toilet cleaning so we created the 'Harpic Mythflushers' Four housewives each representing the four myths of toilet cleaning i.e. you need to work out and scrub hard, keep trying lots of products, use fancy toilet gadgets or use bleach. In a dogmatic myth vs fact approach coupled with plenty of humour and tongue in cheek characters we clearly demonstrate the benefits of Harpic Power Plus and flush those myths down the toilet.
The results: The project is currently in production but the initial concepts below clearly demonstrate our through the line campaign thought including a teaser campaign for print and point of sale, posters, microsites, online banners and TVCs. We have successfully tailored the existing dutch TVCs as well as convincing and inspiring the client to find the budget to create two more TVCs to represent all four characters.
The final artwork and TVCs will be posted upon completion. To view the preliminary TVC outlines please click here.
