Company
Publicis North America
Work
Brand Platform and Campaign
Campaign Background
People hate doing the dishes. So how do you create a campaign for a product for something people hate doing? Make it relatable. Everyone has their own personal war story from home about an incident that arose from the tension that comes with doing the dishes. That’s what are called Dish Issues. But luckily, Cascade is here.
"Dish Issues" served as the organizing brand platform for all of Cascade consumer-facing communications that spanned television, online video, digital advertising, website, mobile, in-store, and social media.
Results
To determine what drives the highest attitudinal and sales impact for Cascade amongst competitive buyers, we found out that our work:
Television
Commercials delivered a tiny jolt of a comedy that results from people suffering from typical household Dish Issues. The families are then rescued by our savior Cascade, which quite literally knocks your Dish Issues out of the way. We finish with a convincing side-by-side comparison of what our stuff looks like vs. the other guy by mounting a camera inside a dishwasher and watching to see what happens (spoiler alert: we always win).
Everyone rinses the dishes before they load the dishwasher. But did you know that with Cascade Platinum, actually you don't need to? This is big news in the dishwashing world, so we created a series of images depicting what the world would be like if people stopped using their sink to pre-rinse their dishes. How creative could people get with their sink?
Social Posts
Why in the world would anybody want to be friends with Cascade on Facebook? This is not only what a rational person would ask, but it's also what we asked ourselves when we created posts for Cascade. Cascade is all about dishwashing, and it's purpose to to help you make the daunting task of doing the dishes a little bit more bearable with tips, tricks, and hacks to make sure you get the job done right.
BRAND ASSETS
We created a system of graphic standards for the Cascade brand including persistent graphic elements, motion graphics and title sequences for television, photography assets for print and social media, key visuals for in-store displays, and style guides for the website and digital advertising.
VISUAL MNEMONIC
PACKAGING AND SHOPPER MARKETING
WEBSITE
All consumer touchpoints to your brand need to feel like it comes from the same place, including the website, which we created as a living, breathing vehicle of our consistent branding visuals.
MOBILE
