Subaru Outback drivers aren’t car people. They’re outdoors people. Hiking. Mountaineering. Dog sledding. They like to go out and commune with nature. So to introduce an Outback redesigned to help them enjoy even more of the outdoors, the answer was clear. We would create and market a detergent. One that gets out the kinds of dirt only the Subaru Outback helps put in. Stains that say a lot about the capability of the new Outback and the lifestyle of the Outback owner. Then we would give it away free at Subaru dealerships.

The campaign started with the creation of an actual environmentally friendly, hypoallergenic laundry detergent. Then we created the packaging, which made it clear where the detergent was from and for what it was intended. Next, we produced a two minute long infomercial that aired on the late night talk show circuit. Additional 15-second teasers also aired, parodying the common packaged-good testimonial format. Online, banners told people the kind of stains Outback detergent gets out and drove them to the website, Outbackdetergent.com. At the website, our Spokes Skunk told users more about the detergent, gave stain-fighting advice, and helped them find a dealership to get a free bottle of their own. At dealerships, large in-store displays promoted the detergent, adding fanfare to the new car launch. And since car shopping is often a family affair, we created Spokes Skunk hand puppets for the little ones.

In the words of our client, it was the most successful new car launch in Subaru history. Subaru and car forums lit up with news about the detergent and the new Outback. Dealers loved having an icebreaker to talk to people about the new Outback, and existing and potential Subaru owners stopped by just to grab a bottle. In a time when other car companies were experiencing crushing declines in sales, Subaru sold more Outbacks than ever before.