Repositioning Dr. Bronner's 18-in-1 Soap
This campaign was developed in response to a specific strategic challenge: to work in a small creative team to develop a cohesive print and out-of-home advertising campaign for a real brand. More specifically, focus on a specific advertising objective— to reposition the brand—and tailor the messaging and design to resonate with an assigned target audience.
​​​The Assigned Audience:
Stay-at-home dads, aged 35-55.
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The Assigned Goal:
To reposition Dr. Bronner's as a versatile, all-in-one solution for stay-at-home dads, increasing awareness and trial of their 18-in-1 soap.
The Execution:
To bridge the gap between the dad’s need for practicality and his skepticism of multi-use products, the creative work emphasizes the "utility" of the soap. The campaign challenges traditional gender norms to make dads feel seen and supported while providing clear guidance to build confidence
The Challenge:
Stay-at-home dads are often aware of Dr. Bronner's but approach it with skepticism. The idea of a single product serving 18 different purposes—from body wash to household cleaner—can feel unrealistic or even unsafe, especially when children are involved. This mixed perception, combined with a feeling of being overlooked by brands that traditionally target moms, creates a barrier to trial.
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The Insight:
Our target audience faces the daily challenge of managing a household on a single income, often overwhelmed by the cost and clutter of multiple cleaning and personal care products. "Mark" is concerned about safety and toxicity but primarily seeks a practical way to reduce spending and decision fatigue so he can spend more time engaging with his children.
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The Solution:
"Real dads don't need 18 products. Just one." We positioned Dr. Bronner's as the "Swiss Army knife" of household care—a single, reliable tool for parenting and home management. By adopting a masculine, no-nonsense tone, the campaign demonstrates how one bottle replaces a shelf of products, saving time and money.
Understanding the Audience
Meet Mark!
Age: 41
Location: Princeton, New Jersey
Mark faces the daily challenge of managing a household on a single income, often overwhelmed by the cost and clutter of multiple cleaning and personal care products. He’s concerned about safety/toxicity around his kids, feels overlooked by brands that traditionally target moms, and struggles to balance cleaning with quality time and creativity with his children. Despite his need for efficiency, he approaches "miracle" products with skepticism, often doubting that a single bottle can truly handle 18 different tasks without compromising safety or effectiveness. Ultimately, Mark is searching for a no-nonsense "utility tool" that respects his role as a caregiver, cutting through the marketing fluff to provide real, practical value.
The Strategy
​The Strategic Pivot
We moved the brand strategy from "unrealistic versatility" to "smart efficiency." The strategy focused on shifting perception from skepticism to trust by showing that one product can truly do it all—saving time, money, and mental energy. This approach challenges the cluttered world of household products and positions Dr. Bronner's as the smart choice for dads who want to get things done.​
Visual Strategy
To appeal to stay-at-home dads, the visual strategy reframes cleaning as a constructive project by placing the product inside a heavy-duty tool belt under the headline "Build a Better Clean". The campaign reinforces the "18-in-1" efficiency claim through the metaphor of a "Swiss Army Knife," visually transforming the bottle into a multi-use utility tool. Finally, the creative builds trust through relatable humor, using a soccer ball visual to admit that while the soap does "everything," it still can't handle parenting tasks like picking up the kids from practice.
Media Channels
The campaign utilizes Billboards, Transit Ads, and Magazines to reach dads in their daily environment. It also targets digital platforms where modern dads are active, such as YouTube channels and podcasts focused on parenting and finance.
Final Creative
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