Continue the cleaning inequality conversation throughout Latin America while bridging the gap between Mr Muscle's "Clean Less, Live More" brand purpose and "Make it Shared," the brand's cleaning equality social purpose.
When men ask to "help" with household chores, they are still implying that it's the women's sole responsibility to clean the home.
This insight created the campaign, "Don't Help Me." Through a series of TV spots under said rallying cry, as well as an influencer campaign re-introducing the aforementioned smart bottle, Mr Muscle brought to light the notion that while men can have the best intentions, cleaning should be "shared" not merely "helped with."
Reception to the "Don't Help Me" was overwhelmingly positive, with 81% of consumers responding to the brand's influencer content with their own stories of equal or unequal house work and love for the influencers in the posts. Additional results were ...
5.3 MM + impressions
265. K + social engagements
4.4 MM overall reach