Bar Keepers Friend: The Adult Cleaner
Bar Keepers Friend has long been known as a reliable cleaning staple, but its dated image has kept it from connecting with college students who are discovering the challenge of cleaning up for an adult world. Although it may be an older brand, this campaign gives the brand a youthful refresh, proving that it can keep up with the chaos of college living. By asking the question, “Are you really an adult?”, the campaign challenges students to rethink their cleaning habits and measure their routines against the standards of The Adult Cleaner.
These billboard is placed along routes and near campus entrances where commuting students travel daily. By connecting with them during their commute to class, these ads remind students to reflect on how they manage their daily responsibilities.
This transit ad is placed at bus stops near dorms and lecture buildings where students travel. It reaches them on the way to class or activities to connect with them during their busy routines, reinforcing the idea that adulting starts with everyday choices.
This print ad is placed in lifestyle magazines where college students read. While flipping through this ad encourages students to keep their living space clean and take responsibility for their environment.
This experiential ad reaches college students during high-stress times like Move-In Week or before breaks, offering a 15% off QR code to motivate them to tackle their space and clean to The Adult Standard.
These social media ads appear on platforms where college students spend most of their time. Prompting students to reflect, these ads remind students that adulting includes keeping up with everyday cleaning responsibilities in their living space.