*CMYK Magazine New Creatives Merit (Spring 2019)

Concept: Mrs. Meyer’s uses such natural ingredients that they have nothing to hide.
Tagline: Honest Goodness

Walk it like they talk it.
Show the extent of Mrs. Meyer’s honesty with an in-store display filled with the actual ingredients, new, fully transparent packaging, and a print insert with a concentrated dose of Mrs. Meyer’s on a cloth page to be removed and used as a sample wipe when activated with water.

A garden masquerading as a pop-up shop.
Create the first Mrs. Meyer’s pop-up shop, called “The Garden” where shoppers can learn more about the natural ingredients that go into the product and see/mix their own concoction.

Influencers using their powers for cleanliness.
Create a social movement and generate content with the #FloorfieChallenge, tasking fans to mop their floors with Mrs. Meyer’s Clean Day and proudly show the results.

Art Director: Katie Paxton