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 Gen-Z frequented 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