This was a messaging platform ask for a Lysol back-to-school program spanning Target, Kroger, and Walmart. Each retailer had different messaging priorities.
Paraphrasing a bit, these were:
Walmart — holistic home cleaning
Target — be the cleanest, trendiest house on the block.
Kroger — focus on keeping a clean food prep space
The Lysol priority was germ defense, germ defense, germ defense. And school puns, obviously.
Target
Walmart
Kroger
We went back to them with two messaging strategies. The above, giving every retailer their own unique headline, and the following, where there would be an umbrella headline and the retailer pivot would come through the subhead. For the sake of brevity, I’lll just show one. This was for Kroger.
Target’s subhead: Fresh Scents. A+ Home Protection.
Walmart’s subhead: Count on Everyday Protection, Everywhre.
