THE SECRET IS OUT. SPRAYWAY IS IN.
THE SECRET IS OUT. SPRAYWAY IS IN.
A brand awareness campaign introducing the World’s Best Glass Cleaner–Sprayway!
Fun Fact: Sprayway Glass Cleaner sales increased by ~60% after the campaigned launched!
Role: Lead Art Director
Creative Director (Copy): Carrie Whalen
Client: Sprayway
Agency: Yamamoto
Campaign concepting, Art Direction, Design, Photo + Video Shoot, Web Design, Social
Real Reviews
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Real Reviews 〰️
Key Insight: When someone loves a product so much, they may not want to share it to keep it exclusive — because they don't want their beloved product to sell out.
Creative Idea: We're ready to let the Sprayway secret out of the bag. Even though our users like the exclusivity of knowing about our product, they're realizing that it works so well, it's time to bring more people in on their clean routine. This idea revolves around the trend of gatekeeping and bucking that trend to share the ultimate cleaning secret with the world.
Updated their product photography
Sprayway has been known for their foaming glass cleaner for years while Windex has stuck to their guns that their liquid, drippy, and streaky formula is best. Suddenly, they went against their word and created an eerily similar bottle, formula, and creative that not only copies Sprayway but attacks them as well. In industry terms, we call this a smear campaign and we couldn’t let them bully us! So, we crafted a bold, simple yet pointed social media campaign to show our confidence in our product.
We needed a quick, yet effective
come-back to their smear campaign.
Smear Campaign
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Smear Campaign 〰️
We've got nothing left to prove — we've been the world's best glass cleaner for years. We originated the idea and the formula. Windex? Just a latecomer trying to jump on the bandwagon.
Next time, pick on someone your own size, Windex.
Why it works: Builds on the great consumer feedback we receive. It's on brand, genuine and should drive trial of our products; feels like a friend or family member is recommending Sprayway.