Dive Brief:
- Scotch-Brite, the sponge brand, launched a 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 will 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.
Dive Insight:
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 could resonate with consumers who are increasingly seeking out feel-good content. The effort is also timed to the spring-cleaning season, a period when many are likely to be procrastinating their dreaded household tasks.
“This new campaign is an evolution of the Scotch-Brite brand. ‘The Brite Side of Clean’ is more than a campaign, it’s a movement,” says Joe Paul, CMO at 3M Consumer Business Group, in a release. “Our goal is to help people find joy in the process with products that match both their unique needs and personal style.”
At the center of the effort is a 30-second spot set to “So Fresh, So Clean,” a 2000s hit that offers the campaign an element of nostalgia, a mainstay among marketing campaigns of late as brands attempt to link themselves to culture. The spot showcases how easy it is 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 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 meant to position cleaning as a feel-good experience and could 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 global sponge and scouring pads market is experiencing growth, expected to reach a value of over $7 billion by 2034, up from $5.5 billion in 2024. The global household cleaners market, which does not include sponges, is also growing, expected to generate $41.15 billion in revenue in 2025.
Others in 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% year over year, according to an earnings statement. The company reported full-year sales of $24.6 billion in 2024, a decline of 0.1% YoY.
