Barkeeper’s Friend

Barkeeper’s Friend has been an underdog in the cleaning product world, due to limited advertising and a narrow target demographic. Considering the versatility and efficacy of the brand’s products, we decided that the name “Barkeeper’s Friend” was too narrow. Thus, this campaign emphasizes BKF as a friend to college-aged adults finding themselves in messy situations.

Packaging is edited to replace “Barkeepers” with athletes, STEM nerds, frat bros, and more.

Store displays will attract students shopping for cleaning supplies, offering an unexpected customizability to the product they choose

Outdoor boards attract students’ attention outside of popular Gen-Z stores with content applicable to the location.

Instagram ADs reach young adults effectively while demonstrating the product’s before and after effect through a swipe feature

Transit ads reach students at bus stops, personifying the brand as a loyal friend

These magazine ads visualize the messy situations which come with adult responsibility, and emphasize the product’s role as a personalized helper

Magazine Copy:

We’ve had to face a hard truth recently: Barkeeper’s deserve friends, but so does everybody else. While our original cleaning powder was sold and advertised with brass rails in mind, the dirtiness of the world expands far beyond the walls of your local pub.

That’s why we’ve renamed our products to give everybody a friend. An athlete may befriend our soft cleanser, which can gently remove stains from even the sweatiest of sports bags, or an amateur chef may fall for our cooktop cleaner, sure to solve any hot messes.

Life is overwhelming, and sometimes you just don’t know who to turn to. But as we like to say, a friend in need is a friend who cleans. Find your new B(K)FF wherever you buy cleaning supplies, and visit us online at Barkeepersfriend.com.