Bar keepers friend
“It’s time to come clean” is a tabloid-style campaign exposing how college students are dumping Mr. Clean and Scrub Daddy for Bar Keepers Friend. Playing on campus gossip, it shows that one powerful multi-surface cleaner can replace a shelf of products. College is messy, so it’s time to come clean with the only product you really need.
The magazine ad puts Bar Keepers Friend in the kinds of print spaces college students genuinely interact with—like skimming campus newspapers while waiting for class to start, flipping through student-run lifestyle magazines in the library, or picking up free entertainment issues in dining halls and study lounges. Print works well for this audience because students usually read these publications during downtime, when they’re more relaxed and less distracted by screens.
The outdoor billboards position Bar Keepers Friend directly along the daily flow of college students in places like on the way to campuses, apartment buildings, popular bars, and the busy streets they travel through. This channel works especially well for this audience because eye-catching billboards break through the noise of their fast-paced routines, delivering frequent visibility and reinforcing brand recall.
It’s time to come clean
Social media puts Bar Keepers Friend directly into the daily scroll of college students, showing up on the platforms they rely on for entertainment, connection, and trending content. This channel is especially effective because students engage with social apps multiple times a day, giving the brand consistent visibility and creating opportunities for quick, high-impact interaction.
Everyone’s new favorite soap opera
The experiential activation brings Bar Keepers Friend directly onto college campuses, transforming familiar student spaces into live entertainment with a face-off against Mr. Clean. By creating a real-world showdown students can watch, film, and jump into, the brand taps into their love for competition, spectacle, and shareable, high-energy moments that spread quickly across campus.