Lysol Invites Consumers to 'Address the Mess' the Next Day
Heading into the Fourth of July holiday, Reckitt’s Lysol brand wanted to remind consumers to pause and take in the festivities with their friends and family — and think about saving cleanup for the next day.
Lysol declared July 5 to be "Address the Mess" Day following insights that nearly two-thirds of U.S. adults (64%) have missed out on time with friends and family at gatherings because they were busy cleaning. Company research also found that more than three-quarters (76%) of respondents would prefer a dedicated post-holiday cleaning day.
The brand teamed with actor, producer and author Jesse Tyler Ferguson for the initiative, which launched in June. The campaign centered on its “celebrate big, clean smart” messaging, with Ferguson encouraging consumers to keep things light over the holiday.
"The best hosts know great BBQs and summer cookouts are the ones where you don't hold back," Ferguson said in a media release. "And if things get a little messy? That's when you know you're doing it right. Leave the cleanup for Lysol to tackle, so you can enjoy the moment with the ones you love."
To make post-celebration cleanup easier, the brand offered consumers a $5 coupon for Lysol products, including the brand’s all-purpose cleaner, disinfecting wipes and laundry sanitizer, when they visited the campaign’s website at AddressTheMessDay.com.
The campaign extended to outdoor advertising and digital ads on July 4-5, communicating Lysol’s “reset” messaging after celebrations. Special-edition packs of Lysol products were available during the promotion at Walmart stores in the U.S., and social media and influencer content on TikTok and Instagram encouraged users to share their messy moments and clean-up efforts.
"The best celebrations are the ones that get a little messy, but no one looks forward to the cleanup the next day," said Benoit Veryser, vice president of U.S. marketing for Lysol at Reckitt.
To support communities beyond the celebration, Reckitt, Lysol and Finish are donating products to the Feeding America network of local food banks, reducing the cost burden of everyday essentials for individuals and families experiencing food insecurity.
