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."

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.

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.