Client: Lysol (RB)
Product: Lysol with Hydrogen Peroxide

Overview:
For years, bleach was the default — harsh, abrasive, and full of fumes, but tolerated in the name of “clean.” With Lysol with Hydrogen Peroxide, we saw an opportunity to reframe the narrative. This wasn’t just about switching products — it was about breaking up with something toxic.

The Insight:
Moms (and countless others) have been in a one-sided relationship with bleach. They’ve accepted the headaches, the stained clothes, the smell — because they thought they had to. But now? There’s a cleaner alternative, literally.

My Role & Solutions:
I helped develop the campaign concept and write across multiple platforms, building a tone that felt both empowering and relatable. We leaned into the breakup metaphor — complete with longing looks, soulful music, and a cleaner that finally treats you right.

Execution:

Hero video spot featuring a bleach breakup scene set to “Must Have Been Love”

Social cutdowns and static posts that turned product features into relationship red flags

In-store and digital messaging that positioned Lysol with Hydrogen Peroxide as the gentler, smarter choice

Outcome:
The campaign resonated with audiences who were ready for a change — and it helped Lysol differentiate in a crowded, chemically aggressive category. “Break Up with Bleach” didn’t just sell features — it sold emotional relief.

Key Takeaway:
This campaign showed the power of turning a product truth into a universal emotional insight. And that sometimes, the best reason to switch isn’t science — it’s self-respect.

Created with:

CD: Kate McCagg

Art Director: Brooks Hess