Method's Method: Push Personality Over Product

For decades, Procter & Gamble has been pitching laundry detergents, promoting a dizzying array of different brands that all basically do the same thing — get clothes clean. Typically, detergent advertising concentrates on the features of the product and the benefits the consumer derives from using it.

So how does a niche detergent brand break through, especially when it doesn't have the luxury of the ginormous promotional budgets of a Procter & Gamble? For Method, the answer is simple: Be quirky.

Method, a pioneer in earth-friendly detergents and cleaning products, has fought against the Tides of the world since its founding 12 years ago. But it is only in recent years that the brand has faced its toughest competition.Continue reading...