Role Project Manager & Strategist
Year 2025
Deliverable Integrated Media Campaign
Integrated Media Campaign - Proctor & Gamble, Texas Media Sequence
P&G is launching Cascade Clean + Dry Booster, a new rinse aid entering a category with low consumer awareness and one dominant competitor. Our brief: build a full integrated campaign driving awareness and first-time trial among 18–34 year olds. Six-person team. $10M budget.
THE OPPORTUNITY
THE GOALS
Increase awareness and sales of the Cascade Clean + Dry Booster Line Growth needed across all consumer groups with Gen Z & Young Millennials (18-34) serving as a focus demo
Develop a greater consumer understanding of the benefit spaces that Cascade provides that matter most to the younger consumer
THE RESEARCH
We kept coming across the same pattern: wherever we found a high concentration of 18–34 year olds, we found a high concentration of renters. That left us asking why.
In older generations, 28 meant mortgages and marriages. Today it means something different. Psychologists are calling it emerging adulthood, a new life stage where more people are staying in school longer, getting married later, and entering an economy with harder job markets and rising mortgage rates.
So we cross-referenced where 18–34 year olds live with renter concentration and hard water scores by city.
The overlap gave us our map — and our audience.
18–34 year olds aren't buying rinse aid because they don't know it's the problem.
They think their dishwasher sucks. And it doesn't have to.
THE INSIGHT:
Our consumers have been thrown into a lot of situations that... frankly... suck.
They're renting because they can't afford to buy. They're paying back loans they were never prepared for. They've watched their parents hit every milestone they haven't reached yet. And after getting through all of that, they still have to re-wash their dishes. One more annoying thing piled onto an already overwhelming day.
But here's the truth: while everything else might suck, their dishwasher doesn't. It just needs backup. It needs Cascade Clean + Dry.
Our platform gets to the root of the frustration by naming the real villain — the lack of Cascade. We're positioning the product not as a nice-to-have, but as the necessary solution. The simple step that finally fixes the problem.
THE STRATEGY
Media Plan
Three phases built around the consumer journey from frustration to fix.
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Awareness through trusted voices. We led with podcasts and influencers because our audience doesn't trust ads: they trust people. The goal was to make the problem feel real before we introduced the solution.
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Trial through the moment that matters most. Our standout idea: partnering with apartment complexes to include Clean + Dry in move-in welcome kits. When someone settles into a new space, they're reshaping their routines. And that's the exact moment product adoption is strongest.
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Convert existing Cascade buyers into rinse aid buyers. Our standout placement: Amazon Sponsored Products. When someone is ready to buy household essentials, Amazon is where the final decision gets made, and Finish already owns that space. We needed Cascade Clean + Dry in that same line of sight.
