BRAND REPOSITIONING
Client: all® Free Clear
Campaign: Skincare Starts In The Laundry Room
CHALLENGE
all® Free Clear had led the sensitive-skin laundry detergent category for over two decades, but Tide’s entrance with a competing formula meant all® was a year away from losing its category leadership. We had to find a new competitive edge.
STRATEGY
Instead of fighting Tide for the same sensitive-skin users, we give all® new meaning by positioning it as a skincare brand rather than a niche clinical solution. This enabled us to protect our base while unlocking a skincare audience 5x larger.
CREATIVE
We adopted the signals, rituals, and culture of skincare to credibly insert all® in this new space and convince people that skincare actually starts in the laundry room.
