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February 04, 2010

Method takes on the 800-pound gorilla in the fabric-care category

Posted on Thu Feb 4 2010

Method

Method is taking aim at the big jugs in the laundry world with a print and digital campaign for its new "smartclean technology" pump-bottle detergent. The concept, developed in conjunction with ad agency Droga5 (yes, the same agency that created the super-viral "Shiny Suds" ad that Method then pulled), is that using bottled laundry detergent is the old and "wasteful" way of cleaning clothes. The company says you can clean 50 loads with its small bottle, featuring a high-powered, plant-based formula that uses 95 percent natural and renewable ingredients. "Say no to jugs" and enjoy "a jug-free America," read some of the Method's advertising lines. The goal is to shake up the way consumers have been doing laundry for years, says Method vp of brand experience Matthew Loyd. "We've been all buying laundry detergent on autopilot for decades," he says. "What we're offering is more than a revolutionary laundry experience. We are delivering a super powerful and concentrated detergent that is a replacement to the outdated, wasteful jug." Are you listening, Procter & Gamble? This is detergent war!

—Posted by Elaine Wong

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