Goo Gone® Foaming Oven and Grill Cleaner was a new entry in the competitive oven cleaner category; a typical introduction approach would have relied on heavy couponing and simple FSI. But Goo Gone is far from typical. We needed creative that would cut through the clutter to reach the elusive 25-54 female consumer segment.
The solution: Add a little humor to the mix. Dirty humor. Talking dirty oven humor, that is.
The campaign's :60 direct-response cable spot and accompanying banner ads evoked a comedy genre reminiscent of stand-up comedians playing summer vacation clubs in the Berkshires, but with a kitchen spin.
The response was so dramatic, Walmart asked us to suspend the campaign to accommodate restocking.