Despite the positive benefits of ownership, only half of U.S. households currently have food-waste disposers. Market-leader InSinkErator was interested in convincing the other half that they were missing out.
DiscoverAfter researching barriers to disposer purchase, we sought to reframe the purchasing decision: To remind our target what they were dealing with now, and the good things that could happen as a result of having a disposer.
DirectionThe best things disposers do is keep you from handling smelly garbage. TV designed to drive traffic to a test market microsite, supported by digital, print, SEM, PR and events.
ImagineWe made the learning around smelly garbage welcome for consumers using amusing raccoons attracted to trash in non-disposer homes. StopTheRaccoons.com broke down barriers by guiding users through the evaluation process. Content gave helpful entertaining tips.
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