Breaking Work for Illinois-based Purpose Built Brands and Milwaukee Agency Hanson Dodge
This month, Weiman specialty surface cleaner debuts a new advertising campaign – the first work from independent agency Hanson Dodge since being named Weiman’s creative agency partner last year.
And it’s probably not what people would expect.
In a category dominated by functional messaging, Weiman’s campaign flips the script and focuses on a key consumer insight – how clean surfaces are a reflection on the user. The tag line is “Your Kitchen Says A Lot About You” but it is the surfaces themselves who do the talking. That’s because Weiman leaves surfaces so clean, shiny and protected, they can’t help but cry out for kitchens to no longer remain silent. Rather, “Let it Brag. With Weiman.”
Three television spots anchor the campaign, which will also include digital display and paid social.
In “Stainless Steel,” a stainless steel refrigerator praises her owner for its superior shine.
“Granite” features an Italian granite counter enjoying the feel as it is cleaned…
And an electric “Cooktop” is tickled with glee as it receives a superior shine…
“Weiman is the gold standard in specialty surface care, however, not everyone knows it – especially younger users. ‘What Your Kitchen Says About You’ sets out to change that game by driving awareness, memorability and trial of Weiman’s dedication to protecting, cleaning and beautifying consumers’ most valued home surfaces. But we do it from a different point of view – by personifying the surfaces themselves which we believe will set us apart,” said Jon Bellante, CMO at PurposeBuilt Brands, parent company of Weiman.
Advertising debuts this month and will appear across national, local and streaming media.
CREDITS
“Your Kitchen Says A Lot About You”
Client: Weiman / PurposeBuilt Brands
Creative Agency: Hanson Dodge
Chief Creative Officer/Copywriter: Mike Roe
Group Creative Director/Art Director: Chad Verly
Creative Director/Copywriter: Katherine Schmidt
Chief Strategy Officer: Mike Stefaniak
Client Leadership: David Pollard
Sr. Account Director: Eric Prado
Producer: Pat Buckley
Production Company: Picture North
Director: Ryan Patrick
Editor: Patrick O’Leary
Media Agency: Horizon Big
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