As a company committed to sustainability, SC Johnson wanted to help stem the tide of ocean plastic pollution starting with one of their most iconic brands – Windex – with a bottle made from 100% Ocean Bound Plastic. Our challenge was to get our target, Millennials, to buy Windex when they were not actively buying our category.
We took a closer look at the ways our shoppers were choosing to do good. Millennials were making changes in little ways, like walking to work instead of driving or ditching plastic straws. We knew that embracing the idea of ‘small efforts’ was the best way to connect to our shoppers.
Our campaign was crafted to show Millennials that the Windex brand, like them, believed little efforts make a big difference. Because we knew we had to fish where the fish are, we unveiled the bottle at Bloomingdale’s NYC with unique ways to engage with the brand and on Earth Day we held an event at Kroger, passing out our product in sustainable totes featuring original artwork portraying the sea in all of its sparkling splendor.
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