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Method Invites People to 'Clean Happy' in New Brand Campaign(March 12, 2012)
SAN FRANCISCO, CA -- (Marketwire) -- 03/12/12 -- Today, Method, the leading innovator in premium, environmentally-conscious household and personal care products, launches its first global brand campaign, titled 'Clean Happy.' The colorful, quirky campaign launches with a brand anthem music video and will be followed by a series of consecutive 'Method of the Month' music video vignettes -- each supported by a social media program, viewer and community offerings, and an online media buy.
The 11-year-old company's brand anthem video portrays the fun side of cleaning with Method products and highlights the brand's key product attributes -- vivid color and fragrance, cleaning power and safe formulas.
"We are bringing our brand mission of inspiring a happy, healthy home to life with this campaign," said Eric Ryan, Method's co-founder and chief brand architect. "Method stands for a more enjoyable cleaning experience, and we want to show that cleaning doesn't have to be such a chore -- it can actually make you feel good and at the same time be safe for you, your family and the planet."
The 90-second anthem, set to the song "Young Blood" by indie rock band The Naked and Famous, includes an internationally competitive drum and bugle corps, a world champion female skateboarder skating in a giant sink, and a 40-foot light installation made up of thousands of Method hand wash bottles. The 60-second monthly music videos set to humorous original songs will launch from April onward, inspired by and showcasing Method products, including cleaning spray, hand wash, dish soap and laundry detergent.
Method and San Francisco-based advertising agency Mekanism created and produced the campaign with the intention to introduce Method to new friends and followers online, while reinforcing the brand identity and product portfolio with current Method users. Through a series of videos and accompanying deals, discounts and product promotions, viewers and fans will receive a new way to 'clean happy' each month.
"Method is one of the great brands in America," said Mekanism co-founder and creative director Tommy Means. "Their amazing products have earned a passionate and loyal grassroots following and our job is to generate that same loyal passion by introducing the Method story to a broad audience."
The web videos will be distributed primarily through Facebook, YouTube and an influential blogger network that Method has hand-selected and dubbed the Method Mavens. The videos include links to special product offerings and coupons which will live on Method's Facebook page. There will also be incentives to encourage viewers to join and engage in Method's People Against Dirty community -- people who use and advocate for Method products and the brand.
The 'Clean Happy' campaign will be supported with online advertising on Facebook and YouTube, and will have global reach with Method audiences in North America, Europe and Asia.
Founded in 2000, Method is the pioneer of premium planet-friendly and design-driven home, fabric and personal care products. Formulated with naturally derived, biodegradable ingredients, Method cleaners put the hurt on dirt without doing harm to people, creatures or the planet. Today, Method can be found in more than 40,000 retail locations throughout North America, Europe, Australia and Asia. Major national retailers include Target, Lowe's Home Improvement Centers and Kroger. Method is a privately held company headquartered in San Francisco, Calif. For more information, visit methodhome.com.
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