Consumer studies show that effectiveness is No. 1 in the minds of consumers when it comes to cleaning products, yet many are hesitant to bring harsh chemicals into their homes. For those who want both safety and effectiveness, Austin-based Lemi Shine harnesses the nontoxic power of citric extracts to create safe, affordable household cleaners that get the job done better with no questionable chemicals.
"We believe that consumers shouldn't have to pay higher prices or settle for less cleaning power to clean their homes safely," says Lemi Shine CEO Curtis Eggemeyer. "This campaign highlights what has been our promise since the beginning – a cleaner clean. We want to help families everywhere #CleanBetterDoBetter and live better."
The campaign, created in partnership with Austin-based branding firm The Ampersand Agency, is designed to convey that consumers can "do better" by taking one simple step at a time.
"The campaign is more than just a call to action, it's a movement," says Ampersand Agency CEO Cindy Montgomery. "Many people who have switched to better-for-you products like organic produce and non-GMO foods have to abandon that sensibility when it comes to the home cleaning products aisle, where they choose effective over safer. We want them to know that with Lemi Shine, they don't have to compromise their values."
The campaign will include TV, billboards, digital and social advertising.
To help consumers #CleanBetterDoBetter, Lemi Shine launched seven new products in Texas in 2018, including the company's first-ever nontoxic Disinfecting Wipes, Multi-Surface Antibacterial Cleaner, Bathroom Antibacterial Cleaner and Mold & Mildew Disinfectant, all formulated with safe, germ-killing citric acid that eliminates 99.9% of household bacteria. It also introduced Toilet Bowl Cleaner, Toss N' Go Laundry Detergent pods with FunkGuard and Lemi Shine Liquid Laundry Detergent.