Getting skeptical consumers dish detergent shoppers to trade up to Cascade Platinum Plus with the ultimate torture test

Background

Cascade, already the #1 recommended dish brand in the U.S., was looking to launch their first major product innovation in 10 years, Cascade Platinum Plus – with the business ambition to achieve 10% HHP in the first year and turn this new product into a $1B brand by the fifth year.

Although Platinum Plus promises to be the best product there is to clean, dry, and shine without any extra steps, the challenge was very clear. To achieve success, we must convince Cascade’s existing, highly satisfied and loyal users that Cascade can do even better AND persuade skeptical non-users that Platinum Plus is the only product that can change their dish routine forever.

Strategy

From past consumer studies, we learned consumers constantly experience dish detergent failure, causing them to feel the need to pre-rinse their dishes before putting them in the dishwasher. This problem even occurs when using Cascade products. The only way to prove Cascade Platinum Pluscan deliver on its unbelievable promise of perfectly clean dishes without the pre-rinse is to provide proof.

The strategy was to dare consumers to dish differently by creating the ultimate torture test that is so shocking yet real, shoppers will feel the need to try it for themselves.

Execution

To support Cascade Platinum Plus early launch, we disrupted dish detergent shoppers at the point of purchase with a 100% real, mind-opening torture test that pushes the limits of what they thought dish detergent could do. From bold static and video eComm assets that confidently drove behavior change to sponsored video and in-store displays, we brought the torture test to life from an authentic first-person perspective. We leveraged the point of purchase to show shoppers that if Cascade Platinum Plus can clean THIS, it can clean anything – without the pre-rinse.