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methodcome home

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the way to method

executive summary & creative strategy. 2 3creative brief. 4consumer profiles. 5 6magazine advertisements. 7 8 9out-of-home. 10television advertisement. 11 12web promotion. 13

the way to methodex

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y Method is known by all that know them as the brand that revolutionized the idea of soap, but more importantly, the idea of clean. Founded in San Francisco in 2001 by Eric Ryan, designer and marketer, and Adam Lowry, a chemical engineer, Method has had many creative collaborations with architects and designers alike in an effort to create a great looking, environmentally friendly and biodegradable product. Originating in small markets and eventually branching off into selective grocery stores, Target discovered the product and began to sell it both online and in their stores. In 2006, Inc. Magazine named Method the seventh fastest-growing private company in the United States. With millions of devoted followers and rapid brand growth, Method has not only established a brand and image, they have made consumers more aware of the importance of the environment. Soaps are generally viewed as a way for the homeowner to express their favorite scents through their home for themselves and for guests. With many seasonal soap scents, soap is seen as a way to bring your guests and your home together. In an effort to make their product useful beyond the bathroom, Method has made their products visually appealing and different from anyone in the industry, making the product a conversation piece in itself. Beyond the beautiful bottle, Method bottles are reusable, not tested on animals, biodegradable, and environmentally friendly. I chose this product because I have come to find Method to be a conversation piece in my apartment among my guests, and since my mother has been buying their products for our home for several years, the products always remind me of my home. I love Method because it is a multipurpose product of sorts. The products not only smell amazing, but they work well, are friendly to the environment in more ways than one, and they are like art pieces scattered around the home. Method is stil l a growing company, but I have yet to see any advertising for them that extends beyond the internet. Through many fanatic blogs and the Method site, I have come to see more advertising efforts for the brand.

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In this campaign, I chose to narrow my market to 18-24 year old women who are young professionals or first time homemakers, along with women ages 25-35 who are newly married or are beginning to maintain a family. This audience is seeking to make a home for themselves and possibly for their family and this home is created through Method. This audience would typically see cleaning as a chore and something that they just don’t have time to do. When they do clean their home, they prefer to use products that look great, smell great, and feel great to use, without any harmful or harsh ingredients. Through these ads, these women will be able to discover Method as the chic, simple, affordable, and environmentally friendly option toward cleaning. This campaign is not only made for Method’s soaps, as the book will feature many of Method’s cleaning products as the packaging tells the story of the brand. The intent of this campaign is to make cleaning stylish, while establishing a home for yourself as a Method user. The main message of the campaign can be summed up in two words: come home. The Method Come Home campaign is my effort to make cleaning and soaps a conversation piece and center of the home, as the packaging and product itself give definite personality to any person, family, or home.

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What do we want to accomplish? We want to make cleaning trendy and fun, but also make it a way to express personality in the home through exotic scents and modern packaging. Who are we talking to? Youth, 18-24, young professionals who are part of the organic and green movement who are first establishing new living environments. Married women or mothers ages 25-35 who seek to create a home for themselves and for their family. What do they think now? Cleaning is inconvenient, tiring, boring, a chore. Takes a lot of time and is not desirable. What do we want them to think? Cleaning is important to health, can be trendy, fun, help environment, but also serve as a conversation piece within the home. We want them to be proud of their home through their Method products. Why? Because Method products are green, exotically scented, and come in renowned packaging. Target audience is proud to clean with Method, as it expresses their world views, scent preferences, and home décor tastes. Main message? Method is the trendy, green, way to clean. Makes a house a home.

brief

meet annie

meet her method kitchenAnnie Berkley is a 22-year-old graduate student at the University of Oregon. She is studying English, but she hopes to work for Teach for America after she receives her degree. This is her first time living alone, as her family lives in a quaint and peaceful town in Idaho. Raised on an organic farm, her parents, both public school teachers, gave Annie a simple upbringing. Not exposed to the media or other negative or offensive television programs, music, or topics, Annie’s family had raised her to know the importance of reading, history, and art. Annie younger brother, Sam, was raised the same way. Annie, quiet, artistic, curious, and a self-proclaimed book-a-holic, cherishes her family and close friends. Highly involved in service throughout her years in high school and college, Annie has a true close group of friends that she met through these service opportunities. Annie was always independent, but now that she is away from her family in Idaho, she is learning to create a life for herself away from her family and college friends. Working at a free-trade coffee shop between classes, Annie rarely has time to spend with her new classmates in her English courses. When she does spend time with them, she loves to invite them over to her earthy and modern apartment where she lives by herself. While entertaining, Annie likes to drink organic red wine from the local market while listening to Iron and Wine or The Beatles. She is a fan of Frank Gehry and appreciates structured art, as do her friends from class and work. When not riding around town on her mom’s childhood yellow Schwinn, she drives her nine-year-old green VW Jetta, although she hopes to afford a Toyota Prius in the near future. She enjoys simple things, like daisies, laughing, coffee with friends, books from resale shops, and local food and markets. Those simplicities, along with her close friends and family, all come together to compliment her modern, easy, worldly, giving, organic culture.

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Katherine West is a 35-year-old stay at home mom with 4 children. Her husband, Dan, is a successful lawyer in the city of Chicago. Katherine was born in New York City, and her father worked on Wall Street for over 30 years. She was raised in a wealthy area of New York City in a luxury apartment with her two sisters and parents. She studied Art at the Art Institute of Chicago, which is how she met her husband. Dan was an intern at a law firm in his summers off from Northwestern Law, and they happened to meet in passing at a Chicago park. Moving to the northern suburbs after their wedding, Katherine and Dan were excited to start a family. After their first child, Katherine decided to rest from her work as an Art Dealer and raise her family. After having three boys and one girl, Katherine found organic, toxin-free products to be essential in her household. Swearing that anti-bacterial wipes are the answer to everything, Katherine totes them around in her oversized bag that travels with her on her daily journeys of carpools to school and soccer, the market, errands with the family dog, Boomer, and the gym. Katherine makes homemade supper every evening, and prides herself on her supreme lunch bag making skills, always sure to leave a loving note or treat for her children. A believer in vitamins, reading, family chores, re-useable grocery bags, recycling, and honesty, Katherine truly enjoys teaching her family about similar important habits. She watches the news, Oprah Winfrey, The View, and Sex and the City, but she doesn’t prefer to keep herself too connected to the television. She drives a Lexus Hybrid SUV, but she loves morning runs with Boomer. A photographer, painter, art historian, spiritual, and loving woman, Katherine prides herself on her successful marriage to the love of her life, Dan, and she truly holds Dan, her children, and Boomer to be the greatest people to sit at dinner with every night.

We hope so. And we won’t even brag about it. It’s important for us to have products that work safely in any environment. Our formulas and bottles are earth friendly, biodegradable, and did we mention good-looking? Ok so we bragged. A little. But who should ever be ashamed of beauty?

are you checking us out?

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out-of-home