Cannes Lions

PLEDGE POLISH

SHIMONI FINKELSTEIN DRAFTFCB, Tel Aviv / SC JOHNSON / 2008

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Overview

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Overview

Description

During the spring cleaning period all major players scramble for a piece of the category pie. Our client, SC Johnson, challenged us to instantly draw consumer attention to their products and their unique benefit: "Keeps your wood alive."

Execution

We designed tree-shaped jumpers and hung them onto the Pledge aerosol cans creating a life-like forest at point of sale.The distance between Pledge's consumer promise and saving forests was a short one, which we decided to bridge. With every purchase of Pledge, a certain percentage was donated to saving and preserving existing forests.

Outcome

The campaign which began as a local initiative is due to go nationwide in coming months. The marketing formula created additional incentive to buy Pledge in preference to competitors.The point of sale idea was a media solution which reaped amazing results. ROI was extremely high.

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