Bar Keepers Friend’s problem does not reside in the product itself, but in the lack of awareness among the younger generations. College students are juggling a lot, school, jobs, relationships, and more, and cleaning is not a priority. As they move into adulthood, learning how to clean is one of their first steps. The disconnect creates the opportunity for Bar Keepers Friend to position themselves as the adult-standard cleaner for college students. They may not have everything together, but at least their space looks like they do.
Bar Keepers Friend: The Adult Cleaner
Billboards on the edges of campus are a good way to reach our target consumer of college students because when they drive by, they will be reminded to clean their space and purchase Bar Keepers Friend.
Publishing on Instagram is an effective way to generate awareness of the product because 98% of current college students are on social media, and 85% of college students are on Instagram, giving these ads the best opportunity to be seen by the most amount of people.
A print advertisement is an effective way to reach college students because you can put it anywhere: dorms, apartments, classroom buildings, etc. The picture is appealing to capture attention, and there is text college students can skim to find more information.
Placing sticky notes around campus with encouraging messages to clean their spaces is a good way to reach college students because it meets students where they already are. The result will be published on social media.
A transit ad is an effective way to reach college students because they may rely on public transportation to take them around campus, and therefore, they will be exposed to ads like this one.