METHOD
DRAG CLEANS
BRIEF
Since the dawn of advertising, no ads have propagated toxic gender norms and stereotypes more than adverts for cleaning products.
Being a non-toxic, brightly coloured cleaning brand from San Francisco, Method wants to make the world a better place - and that means fighting toxicity wherever it’s found.
Our brief: launch Method’s new range with a campaign to help “clean up cleaning.”
IDEA
When it comes to challenging gender roles, no one does it better than drag artists. Plus, here’s an incredible stat for you: 56% of the UK don’t even know what a drag queen is! We very much felt that should change.
So, we worked with the LGBT Foundation and the UK’s hottest drag talent, with each artist developing a new character inspired by a product in the Method range. The result: a unique cabaret show ‘Drag Cleans’, which ran for a week, and was fully booked every night.
RESULTS
The campaign went everywhere, from national papers, to lifestyle, and the LGBT community wholeheartedly got behind it too. We ended up with a reach figure of 508m of universally positive coverage. Being the wonderful brand they are, Method made a donation to the LGBT Foundation that funded its work for an entire year.
Our Drag Queens were subsequently deployed across the UK in Method’s biggest ATL campaign to date, resulting in YoY sales uplift of 19%.
