ECOLAB

Creative Strategist / Art Director

THE SITUATION: How do you sell a cleaning product to someone who hates cleaning? Small café owners ("Chatty Kathys") didn't get into the coffee business to scrub counters; they did it to build community. But the reality of their morning was finding them stuck in the back of the house, wasting precious opening minutes measuring and mixing chemicals while their first customers walked in. Ecolab needed to drive trial for ReadyDose™, a dissolvable cleaning tablet, among these busy owners who saw cleaning as a chore that stole their time, not a science that helped their business.

THE APPROACH: Time Back in Every Clean. We realized that for a small business owner, 10 minutes isn't just time—it’s money, connection, and culture. We shifted the conversation from the efficacy of the chemical (which they expect) to the emotional benefit of the system: presence.