CHALLENGE

Establishing Pine Sol as the leading multi-surface cleaning product through concentrating on consumers senses. Allowing people to reminisce on past memories through distinct scents. 

AUDIENCE

New home owners that are struggling to decide which cleaning product to purchase. They need to distinguish a purpose and reasoning why they like a particular brand rather than another. 

TRUTH

Smells are more closely linked to memories than sight, taste and sounds are. Smells are routed through the olfactory bulb which is closely connected to your amygdala and hippocampus. These brain regions handle memories and emotions. 

STRATEGY

Through the power of smell, position Pine Sol as a channel to link people back to their most cherished memories. 

Design: Tucker Stosic

Copy: Tim Farah

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