In Brief

The sponge brand couldn't get the younger demographic to buy their sponges so they created an innovative campaign that gave people the opportunity to try out sponges while getting a free meal.

It’s an old joke- if you can’t pay your dinner bill, you’ll end up in the kitchen washing dishes.

But no one really does that, right? Wrong.

Scotch-Brite in Brazil was having a hard time reaching the younger demographic. Traditional messaging wasn’t working, and the brand just couldn’t get them to buy their sponges. Scotch-Brite decided the only way to capture the younger market was to show them how good their sponges worked– they bet that if young consumers tried their sponges once, they could capture their business.

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