Challenge
For the second year of our Do It Every Night campaign, Cascade asked us to expand our messaging to change consumer behavior and dispel dishwasher myths around not just water savings, but also energy.
For the second year of our Do It Every Night campaign, Cascade asked us to expand our messaging to change consumer behavior and dispel dishwasher myths around not just water savings, but also energy.
Campaign
Leaning into the humorous misdirect, we partnered with Sterling K. Brown to reveal his Dirty Little Secret...that he does it every night to save water and energy. Only he doesn't realize he's in a dishwashing commercial at first.
Leaning into the humorous misdirect, we partnered with Sterling K. Brown to reveal his Dirty Little Secret...that he does it every night to save water and energy. Only he doesn't realize he's in a dishwashing commercial at first.
Results
Cascade’s Dirty Little Secret has generated 1.4 billion earned impressions since launch.
Cascade’s Dirty Little Secret has generated 1.4 billion earned impressions since launch.
Creative Director