Bar Keepers Friend has long been known as a reliable cleaning staple, but its dated image have kept it from connecting with college students who are homeowners and renters. It may be an older brand, but it can pull more than the weight of modern cleaners that need multiple products to get the same job done. This campaign reintroduces Bar Keepers Friend as the only cleaner you need—because why have ten products when one does it all?

For the younger audience who is obsessed with drama in the media, we created a story within print where consumers can search for each piece to figure out the full drama. The story will unfold revealing Bar Keepers Friend as the dominant cleaner.

At large events like bar crawls and football games, the Mr.Clean mascot and Bar Keepers friend will fight, creating intentional chaos to capture attention and generate content to be posted on the University’s Barstool account. Bar Keepers Friend will come out victorious in every fight due to having more moves than Mr.Clean.

Around college campuses and large apartment complexes, an extension of the drama on billboards reveals that the competitor has been going on popular podcasts to tell their side of the story. It turns out there is not much to the story other than the “girl” realizing Bar Keepers Friend had more to give.