Objectives

Reintroduce Method with a platform that treats cleaning as the after—so people can make a life worth cleaning up. Unite hand wash, surface, and laundry under Fear No Mess to grow talk value, repeat, and baskets. Drive talk value with culturally visible work across film, OOH, and social.

Strategy

Flip the script: celebrate the mess because Method makes the clean simple. Build a design-led system—bold color, tactile splashes, hands-in-frame product, and a satisfying “clean reveal”—so every touchpoint instantly reads Method and carries the same line: go bigger, we’ve got the clean-up.

Execution

• Launched a modular campaign of joyfully messy moments that resolve in crisp, visible clean—spanning film, OOH, retail, and social.

• Extended the idea across the lineup with consistent assets and pack-led visuals; created toolkits so retail, PR, and influencers told one story.

• Leaned into Method’s “clean ingredients” credibility to invite bolder play—content series, maker moments, and earned hooks that showed life getting interesting (then spotless).

Results

• Platform impact: Restored Method’s distinctive, modern voice and a repeatable code the brand can run season after season.

• Cross-category lift: One story across SKUs simplified conversion and increased add-to-basket.

• Cultural pickup: Earned coverage in Adweek, Ad Age, and The New York Times; social engagement and sharing beat campaign norms; extensive UGC around “Fear No Mess.”