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 Adult Standard.
This outdoor campaign includes a mix of billboards and transit signs designed to reach our college student audience, who are always on the go. Each ad features a realistic sticky note element that adds depth and dimension, catching attention while prompting students to ask themselves, “Are you really an adult?”
With college students spending most of their time online, these social media ads use humor and relatability to grab attention while strolling. Featuring overly realistic “college-level messes” paired with playful love notes asking, “Are you really an adult?”, the posts and reels challenge students to clean up to The Adult Standard.
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.
This print ad uses humor and relatability to reach college students flipping through lifestyle magazines, prompting them to reflect on their own cleaning habits