Breaking the Autopilot
We were asked: How can Finish breakaway from the number-two spot in the dishwashing detergent category? In this project, we explored consumer behavior when making low-involvement decisions.
Make it stand out.
Through conducting surveys and interviews, we were able to determine that although Finish is second to Cascade in sales, consumers view Finish as a reliable dish aid to combat hard-water washes. Our campaign, Finish the First Time, would span across multiple media to drive familiarity and inform our audience about the reliability of Finish.
The Activations
New York Times Square Advertising
By peaking consumers curiosity through this traditional method, perceptions of Finish as a top-of-mind brand would increase.
Redesign of packaging
Providing consumers with a built in sustainable option versus traditional plastic tubs influences consumers who are eco-conscious to switch to a brand that holds those same values.
Golden Ticket Sweepstakes
Winners receive a one-year supply, creating a tangible reward and incentive to participate. Customers are encouraged to record unboxing videos to reveal whether they found a golden ticket. This generates authentic, user generated content that showcases the product in real-life situations
Influencer Marketing with Cooking Influencers
Rather than producing highly polished advertisements, creators would continue posting their usual meal-prep and recipe videos. The content would remain authentic, visually unchanged, and aligned with typical UGC style, allowing the brand to blend seamlessly into creators’ normal posting behavior.
Skills Used
Research and Strategy
Group Collaboration
Creative Thinking
Utilizing AI