- Scotch-Brite, the sponge brand, launched a brand new campaign, “The Brite Side of Clean,” centered around self-expression and the satisfaction of a refreshed space, according to a press release.
- Key to the campaign is a 30-second spot, set to Outkast’s 2000 hit song “So Fresh, So Clean,” that positions cleaning as a fun and uplifting experience. The campaign includes connected TV on local broadcast, Hulu, Netflix, Amazon Prime Video and YouTube.
- The effort may also span digital display, organic and paid social, in-store displays, out-of-home, and digital channels including Spotify and Google search. “Sparkle Squad” brand ambassadors and a Coachella presence round out the campaign.
3M’s Scotch-Brite is attempting to transform cleaning from a chore into an act of self-care and positivity with “The Brite Side of Clean,” a campaign that would resonate with consumers who’re increasingly searching for out feel-good content. The effort can also be timed to the spring-cleaning season, a period when many are likely to be procrastinating their dreaded household tasks.
“This latest campaign is an evolution of the Scotch-Brite brand. ‘The Brite Side of Clean’ is greater than a campaign, it is a movement,” says Joe Paul, CMO at 3M Consumer Business Group, in a release. “Our goal is to help people find joy in the method with products that match each their unique needs and private style.”
At the middle of the trouble is a 30-second spot set to “So Fresh, So Clean,” a 2000s hit that provides the campaign a component of nostalgia, a mainstay amongst marketing campaigns of late as brands attempt to link themselves to culture. The spot showcases how easy it’s to “find the vibe” with Scotch-Brite’s cleaning tools, allowing more time for family dance parties while still crossing chores off of the to-do list.
“The Brite Side of Clean” was created with agency Gotham and will likely be supported by influencer content from TikTok content creators and Sparkle Squad brand ambassadors, including national influencers Kaylie Hill and Rosie Picosa, per details shared with Marketing Dive. Additionally, a Scotch-Brite x Chef K Camp Poosh VIP event at Coachella is supposed to position cleaning as a feel-good experience and will help the brand forge stronger connections with younger audiences like millennials and Gen Z.
Aside from being well-timed to the spring-cleaning season, Scotch-Brite’s campaign also comes as the worldwide sponge and scouring pads market is experiencing growth, expected to reach a price of over $7 billion by 2034, up from $5.5 billion in 2024. The global household cleaners market, which doesn’t include sponges, can also be growing, expected to generate $41.15 billion in revenue in 2025.
Others within the cleaning category have debuted buzzy marketing recently, including Clorox, which launched a “Clean Feels Good” platform rooted in a tie-up with Emotiv for a neuroscience study testing how consumers’ emotional response to cleaning compares to feel-good activities like petting puppies.
Scotch-Brite parent 3M reported Q4 sales of $6 billion, up 0.1% yr over yr, according to an earnings statement. The company reported full-year sales of $24.6 billion in 2024, a decline of 0.1% YoY.
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