By Karl Greenberg
March 12, 2012
San Francisco-based environmentally sound household brand Method is launching its first global brand campaign.
The campaign “Clean Happy,” via San Francisco-based Mekanism, includes a music video and a series of consecutive “Method of the Month” music video vignettes supported by a social media program, viewer and community offerings, and an online media buy.
The company says the idea is to grow the brand’s fan base online, while reinforcing its identity and product portfolio with current users. Eric Ryan, Method’s co-founder and chief brand architect, said in a statement that the effort positions Method as a product that makes cleaning uplifting and that the brand’s cleaning products “can actually make you feel good and at the same time be safe for you, your family and the planet.”
The 90-second anthem spot, set to the song “Young Blood” by indie rock band The Naked and Famous, is a bona-fide music video, with choreographed vignettes set to the band’s song with a drum corps doing percussion and acting out the vignettes about the joys of cleaning with a product that isn’t toxic.
There is also a famous female skateboarder skating in a giant sink full of balloons, and a 40-foot light installation made up of thousands of Method hand-wash bottles.
The 60-second monthly music videos set to humorous original songs will launch in April. The company says they showcase Method products like cleaning spray, hand wash, dish soap and laundry detergent. The company says the Web videos will be distributed through Facebook, YouTube and an influential blogger network chosen by Method and dubbed by the company “Method Mavens.”
The videos include promotional offerings via embedded links, and coupons on the Method Facebook page. There will also be incentives to encourage viewers to join and engage in Method’s People Against Dirty community — people who use and advocate for Method products and the brand.
The ‘Clean Happy’ campaign will be supported with online advertising on Facebook and YouTube, and will have global reach with Method audiences in North America, Europe and Asia.