PINE-SOL
PINE-SOL
PINE-SOL
MY ROLL
MY ROLL
Art Director
Art Director
The Pine-Sol project reimagined the classic cleaning brand through a modern lens: refreshing its visual identity and messaging across print, banners, and social media while leaning into what makes Pine-Sol a trusted staple. The work highlights a refined, concentrated formula. Emphasizing how users dilute the cleaner, thus making better use of its strength
The Pine-Sol project reimagined the classic cleaning brand through a modern lens: refreshing its visual identity and messaging across print, banners, and social media while leaning into what makes Pine-Sol a trusted staple. The work highlights a refined, concentrated formula. Emphasizing how users dilute the cleaner, thus making better use of its strength
Shelftalks
Shelftalks
Banners
Banners
Objective
Based on insights, we know that >80% of Pine-Sol/ Category users dilute the product to use it, so they already see the product as a concentrate. Concentrating the product further allows consumers to make the same cleaning solution at home with half the amount of product. This is a formula improvement!
Based on insights, we know that >80% of Pine-Sol/ Category users dilute the product to use it, so they already see the product as a concentrate. Concentrating the product further allows consumers to make the same cleaning solution at home with half the amount of product. This is a formula improvement!
Challenge
Challenge
The main challenge was finding a way to modernize Pine-Sol’s heritage brand identity without losing the trust and recognition it has built over decades. While users already dilute the product, the creative had to validate that behavior and position concentration as an advantage—without making it feel like the brand was offering “less product”.
The main challenge was finding a way to modernize Pine-Sol’s heritage brand identity without losing the trust and recognition it has built over decades. While users already dilute the product, the creative had to validate that behavior and position concentration as an advantage without making it feel like the brand was offering “less product”
The main challenge was finding a way to modernize Pine-Sol’s heritage brand identity without losing the trust and recognition it has built over decades. While users already dilute the product, the creative had to validate that behavior and position concentration as an advantage—without making it feel like the brand was offering “less product”
Banners
Social
