LYSOL | Teddy Repair

THE BACKGROUND
Lysol had launched their Laundry Sanitizer but there wasn’t a well-defined reason for people to use it. There was a real need to make a compelling argument for why it mattered to sanitize, rather than just clean, your clothes.

THE CHALLENGE
People generally “understood” how the product worked, but didn’t believe there was a compelling reason to use it.

THE “A-HA”
We needed to appeal to emotion more than logic, and when it comes to laundry, you put more care into how you clean the things you care about.

THE INSIGHT
Kids love their stuffed animals to pieces. Literally. In fact, 80% of them are covered in harmful bacteria.

THE IDEA
Create “Teddy Repair,” a program to help fix and disinfect kids’ tattered and germy stuffed animals… and teach adults about the benefits of Lysol Laundry Sanitizer in the process.