Pine-O-Cleen - You Don't Know Where That's Been

On the verge of product deletion, disinfectant brand Pine-O-Cleen launched a new extra strength product. So we gave people an extra strong motivation to get it using a simple insight - the only thing worse than your germs are a stranger's. Our campaign gave seemingly innocent household products horrific backstories, and within six weeks, Pine-O-Cleen had gone from near deletion to category leader.

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