STAND FOR SOMETHING

Dr. Bronner’s Magic Soaps

with

A strategy deck to inform and inspire a creative advertising campaign for Dr. Bronner’s Magic Soaps.

Meet Dr. Bronner

Dr. Bronner was a chemist gone rogue - the son of a German soap maker and a mental institute escapee, he wanted nothing more than to spread his “moral ABC” philosophies to the world.

Absolute cleanliness is Godliness! Balanced food

for body-mind-soul-spirit is our medicine! Full-

truth our God, half-truth our enemy, hard work our

salvation, unity our goal, free speech our weapon.

All-One our soul, self-discipline the key to love

uniting All-One Above! For we’re All-One or None!

Anybody who has read the label knows . . .

The labels on his soap were the perfect venue for him to spread these beliefs. Anyone who has read the label of one of Dr. Bronner’s soaps knows that while his “truths” are not completely coherent, the are inspiring - in their own eccentric way.

Emmanuel Bronner passed away peacefully on March 7th of 1997. The business continues to be run by the Bronner family with no break in continuity.

Since Dr. Bronner passed away, the company is being maintained by his sons, who continue to spread his “moral ABC’s.” They have grown the brands activist efforts to include protesting genetically modified food and supporting the Occupy Wall Street movement.

since 1948

SOAP +

SOLIDARITY

Since the company’s inception, Dr. Bronner’s has always been about soap and solidarity. While Dr. Bronner had very strong personal beliefs, he was very supportive and accepting of other types of activists.

Besides the brand’s involvement in activist campaigns, the main way information about it is spread is through word of mouth, both online and off. There is actually a huge number of youtube product reviews on Dr. Bronners soaps, especially coming from and targeted at African American women.

WORD OF MOUTH

+ FAMILY HISTORY+ ?

So as it stands, the Dr. Bronner’s brand relies on word of mouth and it’s family history. How can we refresh the brand to engage a newer and younger audience without loosing its roots in eccentric activism?

GREEN IS NOT

A STORY

One thing we know is that marketing the soap as a “green” product is not the answer, even though Dr. Bronner’s is very environmentally friendly. Being green is no longer an interesting story for natural products.

Millennialstaking action is a core valuebrand relationships are a form of self-expression

“Some brands help me to create my image. Some help me to gain knowledge. Any

of the brands that I prefer play a role in my

achievements, though the role is supporting.

- Female, 21

Source: 8095 Research by Edelman and StrategyOne

A key audience in the natural products space is millennials. They have yet to develop brand loyalty for cleaning products and prefer to support brands that align with their values.

empower millennials to . . .the brief:

Our goal with this campaign is to empower millennials to...

STAND FOR SOMETHING

MAKE

SAY

FIX

SOLVE

START

Stand for something. Take action on their beliefs. Step up onto the proverbial soap box.

APATHY IS

THE ENEMYclean up and

Dr. Bronner’s Magic Soaps

stand for something

The following are a few examples to inspire the tone and approach for the campaign.

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STEP UP!STAND FOR SOMETHING

with Dr. Bronner’s

coming to a town square near you

Dr. Bronner’s Magic Soaps

HEREYOUR CAUSE

STAND FOR SOMETHING

Dr. Bronner’s Magic Soaps

with