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Mrs. Meyer’s Everyday Multi-Surface Cleaner - Creative Brief


1. Key Insight
All-natural cleaning products make maintaining a clean living space healthier than ever before (Weber, 2017).

2. Advertising Problem
Many consumers believe that all-natural products clean less effectively and opt for harsh chemicals (Ramnarace, 2011).

3. Advertising Objective
Convince consumers that Mrs. Meyer’s Everyday Cleaner is effective.

4. Target Audience
DEMOGRAPHICS:

We are targeting Married Millennial Parents between ages 28-35. This group starts their families later in life in order to finish their higher education and, as a result, obtain a more stable financial status (Livingston, 2017; Macke, 2017; Wilcox and Wang, 2017). People of this demographic typically own their homes, located in middle to middle-upper suburban and urban areas (Macke, 2017; Fromm, 2013). Since these households usually consist of two working parents, they hold the highest median income at $84,626 (Macke, 2017). During their spare time, members of this group pursue a life of wellness as they exercise and make an effort to eat healthy (Goldman Sachs, 2017). They tend to use apps that track training data and search online for information on healthiest diets (Goldman Sachs, 2017). Furthermore, this target audience heavily uses technology, and possesses a more positive view on how technology is affecting their lives than any other generation (Nielsen, 2014). Members of this group use a variety of social networks for news and information, especially Facebook (American Press Institute, 2015).  In fact, they use Pinterest, Twitter, Tumblr and Reddit (American Press Institute, 2015). A majority of millennials make most of their purchases offline while around a third of millennials make purchases on desktop computers (Kestenbaum, 2017). Also, only 16 percent of millennials make purchases on their mobile devices (Kestenbaum, 2017).

PSYCHOGRAPHICS:

Furthermore, this target audience holds strong values when it comes to their children, and they view parenthood as a rewarding and exciting part of life (Fromm, 2013; Weinberg, 2017; Livingston, 2017). They want their children to learn respect and kindness, excel in their academics and sports, and understand that possessions do not cause happiness (Fromm, 2013; Weinberg, 2017; Bodker, n.d.). Since this group cherishes time with their kids, they balance their work and home life as best as they can (Fromm, 2013; Weinberg, 2017; Harrington, 2016; Bodker, n.d.). On another note, men of this group strive to play a bigger role in the household by taking on more parental responsibilities compared to previous generations (Fromm, 2013; Harrington, 2016; Bodker, n.d.). Viewing cooking as a craft, the husbands typically cook more often while the women cover the cleaning responsibilities, which is viewed as more of a drudgery task (Fromm, 2013; Macke, 2017). In addition, these couples aim to buy products that support causes or charities because they want their purchases to feel meaningful and beneficial to society (Fromm, 2013; Macke, 2017). Millennial moms use Facebook often as they catch up with friends, while at the same time learning about the latest news; “According to Pew, 45 percent of moms say that they receive support from social media compared to only 22% of dads” (Forbes, 2017). Statistics show that 66 percent of Facebook users use this platform as their main news outlet over media channels such as CNN or Fox (Forbes, 2017; Greenwood, 2016).

BUYING BEHAVIOR:

Consumers of Mrs. Meyer’s Multi-Surface Everyday Cleaner are most likely to buy the product when on a large shopping trip with a credit card or debit card.  On that shopping trip, they are likely to buy other cleaning products like Clorox, Swiffer and Cascade (InfoScout 2014-2015).  Sixty-four percent of millennial parents say that the environment has turned into a top concern since becoming a parent (Fromm, 2013). As previously mentioned, a majority of millennials make most of their purchases offline while around a third of millennials make purchases on desktop computers (Kestenbaum, 2017), and only 16 percent of millennials make purchases on their mobile devices (Kestenbaum, 2017). To elaborate on buy behavior, this group searches for authentic brands that they can trust (Schwabel, 2015). Also, it’s important to note that married millennials want to engage with brands on social networks (Schwabel, 2015). Sixty two percent of this group expressed that they are more likely to become a loyal customer if the brand engages with them through social (Schwabel, 2015). Furthermore, family and friend opinions heavily influence their buying decisions (Murdough, 2016).

CHARACTER PERSONA//PROFILE:

Bob and Sue (30 and 32 years old) have been married for five years now, have a three-year-old and one on the way. They live a busy lifestyle, Sue working part time and Bob working full time. Sue finds herself juggling her little one, Tommy, while having a growing belly. Bob and Sue work fairly equal-paying jobs, earning them about $85,000 yearly (Macke, 2017). When on a big shopping trip after work, Sue picks up Mrs. Meyer’s Multi-Surface Everyday Cleaner (InfoScout, 2014-2015). If she is looking for the product and it isn’t available in the store, she has no problem with grabbing a similar, all-natural cleaning product (InfoScout, 2017). When Bob gets home from work, he enjoys getting dinner ready for the family (Miller, 2015). Once they are done eating dinner, Sue helps out by cleaning the kitchen, using Mrs. Meyer’s Multi-Surface Everyday Cleaner (Macke, 2017).

5. Competition
Direct Competitors:
Green Works Multi-Surface Cleaner
Green Works boasts high-quality ingredients that are at least 97% (Green Works, 2011). The product has preservatives (Green Works, 2011). This company positions itself as an all-natural and earth friendly brand, using the tagline/slogan “Shockingly Powerful, Naturally” (Green Works, 2011). The social media outlets provide posts of young children, which indicates that the brand is targeting families (Green Works, 2011).  Green Works uses designs of picturesque scenes with flowers in fields and clear, sunny skies (Green Works, 2011), showing that the brand is claiming an all-natural niche. Also, Green Works promotes on the website and social media outlets about a team up with StemBox to promote female pursuits in science (Green Works, 2011).  The tagline for this tactic is “Nurturing Natural Potential,” which once again communicates the message that Green Works is an all-natural, earth friendly and now pro-feminist brand.

Previous advertisements have lots of nature imagery and boast effectiveness and eco-friendliness. Green Works has advertisements for virtually every product in their line, each with its own copy. Headlines include “hello deep clean, goodbye harsh chemical fumes”, “a new kind of clean”, “keep your home and the earth clean”, and “you don’t have to compromise on clean to be green”.

Featured on NBC, FOX, CBS, bravo, ABC, and Pregnancy & Newborn. Proclaimed as “The Best All-Purpose Cleaner” in the New York Times (Green Works, 2011).

Method All-Purpose Natural Surface Cleaner
As described on its website, the Method All-Purpose cleaner yields “powergreen® technology”, and is made with biodegradable, naturally derived ingredients - corn and coconut (All-Purpose Cleaner, n.d.). This cleaner cuts grease and grime by “breaking down dirt” (All-Purpose Cleaner, n.d.).  This brand positions itself as an urban, artsy brand that uses all-natural ingredients (Method, 2017).  Method targets millennials by displaying pictures of diverse young adults throughout its website and social outlets (Method, 2017).  Also, Method uses the phrase #fightdirty throughout its content (Method, 2017), which reaffirms that the brand is engaging with millennials since this audience frequently uses social media. All in all, this brand is claiming its niche as the hip, all-natural cleaner for millennials (Method, 2017).

Copy on the Method website has a superior tone, with imagery of battle “grease and grime don’t stand a chance”, “pleasant scent of victory” (All-Purpose Cleaner, n.d.). Method ads have a cheeky tone - one ad shows a bottle of method, a handsome man, and a quote that says “Young, Handsome, On the fast track to make partner (All-Purpose Cleaner, n.d.). Occasionally misses the toilet bowl” (All-Purpose Cleaner, n.d.). Then there’s two old men shaking hands, then their logo and tagline, “Clean Happy” (All-Purpose Cleaner, n.d.). 

Puracy Natural All-Purpose Cleaner
Puracy is safe to use on nearly “every” household surface. There are no harsh chemicals, it’s naturally derived, hypoallergenic, non-toxic, vegan, gluten-free and biodegradable (Puracy, n.d.). Puracy is not tested on animals. As far as packaging of the product, designs on bottles are hand-drawn and supports local artists (Puracy, n.d.). Puracy is also manufactured in the United States (Puracy, n.d.).  It’s listed as $7.99 for a 25oz spray bottle (Puracy, n.d.).

This brand positions itself as an all-natural cleaning product as it uses leaves and trees within its design (Puracy, n.d.). Each product uses the word “natural” or “organic” on product packaging, and numerous pictures of enlightened women are displayed throughout the website and social (Puracy, n.d.), which shows that Puracy is targeting young, female adults. These details reaffirm that Puracy is claiming the niche of an all-natural cleaning brand that caters to women.

The Puracy website displays an “As featured in” section on the homepage (Puracy, n.d.).  According to the website, Puracy has been featured in The New York Times, NBC, FOX, Country Living, bravo, TODAY, Better Homes & Gardens, ABC, CBS in addition to Pregnancy & Newborn.

Indirect Competitors:
  1. DIY Cleaning Products (white vinegar, lemons, baking soda, etc.)
  2. Harsh Chemical Products
  3. Hired Cleaning Services

6. Key Consumer Benefit
Consumers who use Mrs. Meyer’s Multi-Surface Everyday Cleaner don’t have to worry because their cleaning products do not contain harsh chemicals.

7. Support
  1. Works well on non-porous surfaces such as finished wood, tile floors, countertops, walls, porcelain, bathroom fixtures, sealed natural and synthetic stone and more (Mrs. Meyer’s, n.d.).
  2. Has plant-derived ingredients that make all surfaces clean (Mrs. Meyer’s, n.d.).
  3. 98% of ingredients are naturally derived (Mrs. Meyer’s, n.d.).
  4. Special Vegetable Protein Extract naturally gets rid of kitchen messes and bathroom odors (Mrs. Meyer’s, n.d.).
  5. Available in a range of ten scents (Mrs. Meyer’s, n.d.).
  6. Made in the USA (Mrs. Meyer’s, n.d.).

8. Tone
●     Simple
●     Straight-forward
●     Real

Mrs. Meyer’s Multi-Surface Everyday Cleaner is looking to position themselves as the effective, all-natural multi-surface cleaner.  By portraying a simple, straight-forward and real approach to this campaign, it will be able to convince consumers to purchase this product because of its clean look. By being straight-forward, the product should stand out to the consumer with its all-natural, plant-derived ingredients.  Mrs. Meyers wants to cut to the chase by providing simplistic information that will make the consumer gravitate toward the product, rather than the cleaner next to it that contains harsh chemicals.

9. Mandatories & Limitations
●     Must include the Mrs. Meyer’s logo in its current form.
●     Must communicate Mrs. Meyer’s Leaping Bunny certification (either in body copy or by showing the logo).
●     Must maintain the current Mrs. Meyer’s brand personality.
●     Must NOT mention or show any limited-edition products.
●     Must NOT mention or show any products other than the Multi-Surface Everyday Cleaner.
●     Must create original campaign.
●     Must NOT use a celebrity as a spokesperson.

10. Creative Strategy Statement
Convince 28 to 35-year-old millennial parents that Mrs. Meyer’s Multi-Surface Everyday Cleaner works just as well as any other cleaning product, if not better, because of its all-natural ingredients.





References
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