Turning garbage into growth.
When InSinkErator wanted to expand product distribution and reach new DIY segments, we created a breakthrough campaign that transformed invisible kitchen problems into compelling purchase motivations, helping the brand overcome consumer indifference and capture more of the elusive non-disposer homes.
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The Challenge
Despite InSinkErator’s essential role in many kitchens, half of U.S. homes still didn't have one. They needed a deeper understanding of purchase behavior, help managing their sales distribution network and souping up e-commerce. We started with messaging that would break down barriers to first-time buyers.
The Enemy—Racoons
Through research with non-owners, we identified three primary obstacles: lack of perceived need/benefit, concerns about old homes/pipes and uncertainties related to septic systems. Our shopper journey research revealed a universal consumer problem that transcended these concerns: smelly, messy garbage and the vermin that go with it.
Clean kitchens without noise or mess
The InSinkErator Evolution disposer offered a compelling solution: it cleaned up kitchens quickly, and super quietly with no lingering odors. We needed to make this connection explicit for homeowners that had accepted garbage issues as inevitable. Through detailed customer personas, we mapped the DIY shopper journey and designed communications to address both informational and emotional needs at each stage. This approach allowed us to create targeted messaging that spoke directly to specific consumer segments and geographic markets.
Our integrated campaign delivered Good Wins:
