The Challenge: Convince Clorox-loyal moms that “clean” doesn’t need to smell harsh, like bleach.
Solution: Don’t tolerate toxicity, in any form -- whether that be harsh cleaners or toxic people.
Catch moms in places they frequent, including grocery stores and kid-friendly outdoor recreation areas.
Encourage audiences to share a story for a chance to win a 6-months supply of Mrs. Meyer's non-toxic products.
This site would populate with stories shared under the #TossToxicity tag, as well as aggregate keywords to quantify toxicity.
Mock-Perfume Pop-Up Stunt
Mrs. Meyer's would set-up what appears to be an "MM" branded perfume stand at a mall, with various scents to sample from paper strips.
Once a customer finds a favorite scent, they'll learn what they've smelled is a cleaning product and receive a free sample. Interactions would be recorded to be used as content later.