Why Unilever used UV lights to unveil forbidden stains
Unilever and MullenLowe won Gold at The Drum Awards for Advertising in the Interconnected Formats category for a campaign that launched a new brand to the FMCG giant’s portfolio. Here is the award-winning case study.
Example of winning work
As a small and still unknown brand the aim was to drive awareness for Cleanipedia and cement its role as the science-backed source of cleaning help.
Insight
We undertook extensive research into cleaning habits and stains, which revealed a surprising trend: the most common stains that people seek help for online aren’t grass or red wine stains; they’re actually bodily fluids! Blood, faeces, semen, and sweat stains were central to the most common need for cleaning tips in the UK.
And yet … no one openly talks about them.
Cleanipedia, advocating a non-judgmental approach to stain removal, recognized the need for action. We had to innovate, finding unconventional ways to address the taboo around what we dubbed 'The Unmentionables'.
Want to go deeper? Ask The Drum
Idea
We needed to find a way to shine a light on these stains and bring this hidden conversation out into the open.
Yet because there’s a natural aversion to these unmentionable stains, we had to find a way to sneak them into the public’s eye. And so the thought was born - what if we could ‘hack’ existing adverts to showcase our ‘Unmentionable stains’?
Implementation
We collaborated with real retail challenger brands (Panda, Pruzan & Comfyballs) to strategically repurposing their ‘normal’ posters at high-traffic locations. By day, their ads showcased bedding, sportswear, and underwear. As night fell, special-built UV lights illuminated, revealing our unmentionable stains.
Accompanying these stains was our Cleanipedia branding and messaging, and a QR code that directed viewers to a TikTok video on Cleanipedia's page, featuring a 'Cleanfluencer' who boldly addresses the relevant taboo stains. This not only provided a science-backed cleaning guide in their unique style, but by ensuring these tips came from real people we brought this conversation out into the open and challenged societal norms.
Advertisement
Results
With a integrated campaign we drove substantial noise with targeted billboards, micro Cleaning influencers, other micro influencers and PR to generate;
- 120m Total Impressions
- 356 Pieces of Coverage
- 2.5 x TikTok Engagement Rate Benchmark
Ready to get your work recognized on a global stage? Enter The Drum Awards today. Need more inspiration, read our Award Winning Case Studies.