For a “clean” category, laundry was looking pretty faded. And Henkel laundry brands were no exception. They were losing share at Walmart and having trouble convincing consumers that adding additional steps and products to their laundry regimen was worth it. Working lockstep with Strategy, we tapped into the insight that laundry is actually a love language – a way people show their families they care. And their clothes were crying out for them to do just that little bit more. Enter We Speak Laundry – delivering practical solutions for everyday laundry problems, delivered in a language we all speak and breathing new life into a category with little of it.

Our problem/solution based approach generated a lot of buzz for Walmart, who granted us a first of it’s kind url on Walmart.com. And pithy copy and visuals drove traffic that increased sales and eventually, Henkel’s footprint at Walmart, as well as recognition from the Reggie Awards winning the 2022 Bronze Reggie for Brand Repositioning.