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 ads mimic tabloid covers with bold headlines and dramatic photos, putting Bar Keepers Friend in the spotlight. This playful, pop-culture style grabs attention, allows the story to unfold across multiple ads, and reinforces that Bar Keepers Friend is the only cleaner college students need.
The billboards show Mr. Clean and Scrub Daddy sharing their “breakup stories” on popular podcasts, turning their misfortune into a humorous spectacle. This is eye-catching for on-the-go students to grabs attention while positioning Bar Keepers Friend as the irresistible new favorite.
It’s time to come clean
The social media ads mimic pop culture news posts, showing Mr. Clean and Scrub Daddy getting “dumped” for Bar Keepers Friend through quick, shareable moments. By tapping into gossip, trends, and scroll-stopping humor, the campaign makes Bar Keepers Friend feel fun, essential, and impossible to ignore.
Everyone’s new favorite soap opera
For experiential activation, Mr. Clean and Bar Keepers Friend “face off” in college towns through live, playful stunts and photo-ready moments. These shareable experiences amplify reach on popular college accounts like Barstool while making the campaign memorable and reinforcing Bar Keepers Friend as the must-have cleaner.
