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
To capture the attention of college students, we have decided to place billboards on the edges of campus. When people drive by, they will be reminded to clean their space and purchase Bar Keepers Friend.
Reels are becoming Instagram’s biggest priority. As a college student scrolls through their feed, this video is guaranteed to stand out.
This captivating magazine advertisement will motivate college students to ensure their space never looks like the one in this photo.
College students spend a lot of time on social media, and see hundreds of posts a day. This post will grab attention and make our audience stop for just long enough to be reminded to clean.
In order to reach as many college students as possible, sticky notes were placed around campus, encouraging students to clean. The result will end up in our social media campaign.
Public transportation is one of the grossest places in America. As students travel about their day, this transit ad will remind them to clean their space.