A story about a beloved British brand.
And a man with a moustache.
The setup
Daz’s iconic doorstep challenge was once the stuff of childhood lore.
Everyone knew the ads. Everyone loved the brand.
But time’s a cruel mistress and never has ‘out of sight, out of mind’ felt so fitting.
To us, this loveable, affordable sleeping giant was the opportunity of a lifetime.
This was our chance to launch Daz back into the conversation by striking the nation right on the funny bone.
And then cleaning up on the supermarket aisle.
But to do that, we needed a truly great idea.
The aim
To maintain and build on national sales ✔️
To relaunch Daz into the national conversation ✔️
To guide the brand forwards with OOH, print, social and digital campaigns ✔️
To manage (and produce content for) their social channels ✔️
The masterplan
Daz is the ultimate people’s brand. A creative’s dream and – at the time – a sleeping giant ripe for reinvention. But that didn’t mean this was an open goal.
The challenge lay in not just reinventing but also updating Daz’s voice for an audience with certain expectations. An audience who’d grown up into a world of cost of living crises and endless world events.
People were fed up. They needed a reason to smile. We were determined to give them that.
And who better to help us than the inimitable Troy Hawke? Head of the Greeters Guild and a one man pocket rocket of positivity. This was to be a full 360 campaign across TVCs, OOH, Social, and Print. A campaign that said ‘quality detergent at affordable prices’ and made people smile again.
This was fancy cleaning for everyone.
