Scotch Brite – wash your bill

Tue 29 May 2012 08:30, Qin Hu

“If you cannot pay the bill, then you have to wash the dishes.” You have probably heard this joke many times in movies, and never imagined this could happen in real life. However, Scotch Brite, a brand for clean products, made this really happen in Brazil.

Although Scotch Brite is quite famous already, it has a hard time reaching young people. Traditional ways of promotion doesn’t seem to work, and few young people are buying Scotch Brite’s sponges. In order to attract a younger target audience, Scotch Brite launched a very creative promotion campaign toghether with an ad agency called Grey 141. The name of the campaign is called “Wash Your Bill”. The main goal is to capture the younger demographic by showing them how good the sponges work.

Furthermore knowing their target audiences’ habits was also necessary. This is also the reason that this campaign took place in several restaurants preferred by young people in São Paulo Brazil. As soon as young people were going to pay for their dinner, they also received a Scotch Brite sponge that said, “Don’t want to pay the bill? Go wash the dishes."

Many people thought it was a joke at the beginning, and most people would like to have a go at washing dishes to save money in the end. This campaign created an enjoyable and story-worth (brand) experience. It was an intelligent campaign to make young consumers try out their sponges once and then capture them for their business.

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