Make The Bright Choice
Spending less on your everyday little mess? Now that’s making the bright choice.
Problem
Consumers were switching away from Sparkle to alternative brands, mostly as a result of price and value perception versus competition. Sparkle needed to build a brand that added value, standing for more than just a low price.
Insight
With a little resourcefulness and inspiration, you can make your world better. Our audience of optimistic, sensible expressives knew that they didn’t need to break the bank to be inspiring and stylish, and they sought out brands that reflect that attitude as well.
Solution
Make the Bright Choice. With a nod to both our target audience’s mentality and the brand name, this campaign resonated with consumers by celebrating their resourcefulness and laughing at the absurdity of overpaying for everyday household items.
