PALMOLIVE
[KITCHEN IS THE HEART OF THE HOME]
Rare CPG brands insist on rising above the usual, banal stew of features and benefits, delivered by smiling two-dimensional people.
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Example? Palmolive Dish Soap, a classic brand that dates back to 1896.
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They refused to get mired in category convention ruts.
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They knew they needed to start with a profound insight: something deeply true but beyond their mountains of data.
We showed them the way. Took them to where their green bottle lives: in the kitchen, a room much bigger and more important than the sink and dish rack.
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It’s the room that’s become the center of family gatherings. Those rare, cherished moments when families reconnect at the end of their hectic, divided days.
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Precious time. Messy. Often noisy. Always incredibly important.
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And Palmolive is there to clean up. To teach younger family members how to be responsible.
To give harried parents rare moments of pristine, orderly completion.
This is the kind of revelation that steps out from behind walls of data when you take the time to watch, talk and learn from real families.
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Not in a focus group room. Not in a group chat. Revelation doesn’t come from a 7-point semantic differential scale.
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Revelation happens right there in the kitchen as it’s happening, camera rolling, dish towel in hand.
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What’s revealed has always been there. But today more important than ever in the fragmented chaos for the modern family’s overstressed, time-deprived, disconnected lives.
This is Palmolive. Witness to the American family at home. At our best.
Lowdown sees the virtue in messy.