BECAUSE THE LABEL SAID SO
Make people who think combo hygiene products are a bad look want to use Dr.Bronner’s 18-in-1.
THE CHALLENGE
THE INSIGHT
The way products are packaged matters to people who care about social approval.
THE IDEA
A sticker label pack that comes free with the purchase of Dr. Bronner’s 18-in-1 Magic Soap.
(Because apparently, we really do judge a book by its cover)
STICKER PACK
What’s magical about Dr. Bronner’s 18-in-1 Magic Soap? It becomes whatever product you need with one tiny little sticker. Yes, it still has 18 uses. But now it’s simply hand soap because the label says so. And because the label says so, you can relax and know for sure you’re not washing your hands with a pet-fur cleaner, or shampoo, or laundry detergent, or any of the other 18 magic uses. Even though a silly label shouldn’t matter, we’ve eased your mind. Silly, right?
STICKER CLOSE UP
BODY COPY
STICKER ON BOTTLES
OOH
SOCIALS
ACTIVATION
For a limited amount of time people can bring in empty single use products. We will properly recycle the container and give you a bottle of Dr. Bronner’s 18-in-1 Magic Soap and a label for whatever product they need to replace.
Trade-in Program
Art Direction:
Copywriting:
Maria Fischer
Laurel Chang & Maria Fischer