It must be the month of awesome laundry product campaigns. Hot on the heels of Tide’s confessions, Cheer has broken out the big guns by sponsoring the video for band Strange Talk’s single Climbing Walls. But it’s not a deluge of product placement (we’re looking at you, Britney)—it’s a series of interactive pop-ups, where colorful items are highlighted and, once clicked on, bring the viewer to the brand’s Facebook page to enter giveaways for the clicked-upon items. Fun!
It’s also worth mentioning that this just may be the most Gen Y-targeted campaign for a Gen X product we’ve seen of late. Cheer detergent makes you think of immaculately-coiffed housewives laundering their children’s soccer-stained uniforms, not vibrant Passion-Pit-meets-Foster-the-People indie up-and-comers brimming with energy and amps. Not to mention surrounded by fantastic choreography, because there’s that, too.
Cheers to Cheer (forgive us, it was too easy) for walking the walk and imbuing their brand with the color and energy they offer to consumers. And, move fast – a new round of giveaways starts August 31st, 3pm EST.
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