Real dads don’t need 18 products. Just one.
Objective:
Repurpose Dr. Bronner’s as a practical all-in-one solution for stay-at-home dads
Overcome distrust and show how one product can truly replace many
Problem:
The Client:
Dr. Bronner’s
The Audience:
Stay-at-home-dads
-These dads are practical & price-sensitive
-Skepticism around multi-use products is common (safety)
-Dr. Bronner’s has a loyal fan base
-Concerns about price and skin sensitivity persist
-Competing brands include Dove, SheaMoisture, and SoapBoxSoap
Key Insights:
Roughs:
Demonstrate to dads that Dr. Bronner’s Magic Soap is the ultimate utility tool for stay-at-home dads who value simplicity, efficiency, and control.
Creative Solution:
Billboard & Transit
Roads/bus shelters around schools, parks, and shopping centers
Keister Elementary: South High St & Liberty Station and Interstate 81
Magazine
Lifestyle magazines like The Father Life
Touchpoints:
Big Idea:
Real dads don’t need 18 products. Just one.
Tone: Masculine, practical, and direct
Brand Fit: Highlights Dr. Bronner’s simplicity and versatility
Audience Connection: Speaks to dads’ need for efficiency and savings
Research-Based: Addresses skepticism with clear, trustworthy guidance
Creative Approach:
Final Creatives:
“Extremely soapy bubbles dripping” — Firefly
“Can you please add soap suds dripping off of the letter C?” — CoPilot
AI Reflection
Mackenzie Cunnane, Lexy Farinelli, Anna Gabe