Wisk targeted men and women ages 18-30 who enjoy political humor, have busy lives and are looking for convenience. The objective of the "Clean Candidates 2000" campaign ad was to build "buzz" for Wisk and to position the brand as innovative, modern and relevant to a younger demographic. Another important goal was to guild a consumer database for future relationship marketing initiatives. The ad integrated online marketing efforts with the offline public relations campaign. Consumers clicked through to a site that allowed them to hit "dirty" political candidates over the head (with a Wisk bottle). When the consumer was successful in hitting the candidate, the dirt was cleaned-off and revealed the candidates. The idea was to hit as many as you could in the time allotted. There was also a humorous political survey on the page as well as a sweepstakes trip to Washington DC. Advertising to support the Wisk "Clean Candidates 2000" sweepstakes ran on Comedy Central, AOL and iVillage.