How do you take a household product and give it cultural relevance?
Like this: Take one part household cleaning product line, Pine-Sol® and two parts marketing and communications agency, AXIS. Mix it all together and you’ve got a multicultural marketing campaign.
Photo Courtesy of The Home Depot
Together, Pine-Sol® and AXIS created the “Makers of Home” campaign, branding Pine-Sol® through diverse home stories and statistics.
The makers of this campaign recognized that housecleaning is no longer the sole responsibility of housewives. “Today, over 1 million households are led by a single father, 2.4 million kids are being raised by grandparents and 1,300 new blended families form every single day creating newly-minted stepparents.”
Makers of Home does an excellent job reaching the diverse family structures that exist today. Included in the advertisements for this campaign are the stories of bi-racial, blended, and one-parent families. Together, AXIS and Pine-Sol® are working to redefine the meaning of the word “homemaker.”
The multicultural marketing agency, AXIS, is helping brands target the audience of the “New American Consumer” through diverse ad campaigns. “With ‘culture at the core,’ each of our campaigns are born from a unique cultural truth serving as an axis point connecting brand and consumer,” said Armando Azarloza, AXIS Agency President.