Lysol is making a strategic play, shifting its focus from being the household germ-killer to the definitive solution for household stink. While the brand’s 2023 launch of Lysol Air emphasized its EPA-approved status for killing airborne viruses and bacteria with the tagline, “Scent Can’t Sanitize,” today’s consumers are less concerned with invisible pathogens and more irritated by very visible odor-causing bacteria.
This pivot is perfectly captured in one of their sharpest recent executions for Lysol Laundry Sanitizer, “Refs Stink” :15. The spot uses a relatable, engaging premise to expand the product’s role from high-alert disinfectant to everyday odor assassin, successfully shifting Lysol’s message.
Here’s what iSpot’s Creative Assessment platform revealed on actual viewer response to the first :15 spot.
The Details:
- The :15 “Refs Stink” was the most effective new Lysol creative, driving the highest purchase intent at 59% (vs. 53% norm), slightly outpacing the :30 “Refs Stink” (57%) and significantly outperforming the :60 “Snooki” social media video ad (52%):
- In fact, the :15 was a standout performer, outpacing household one-year norms across all key creative components including breakthrough in the 94th percentile (Attention and Likeability), and Information and Desire (98th).
- Resonance with viewers was universally strong, with the :15 “Refs Stink” performing exceptionally well with all gender and age segments, and particularly females 36-49 (+168 points above norm) and females 21-35 (+151 points above norm).
- Not surprisingly then, the :15 sparked consumer intent that also outpaced benchmarks (+6 pts) with this effectiveness linked to the focus on the product. Viewers selected the product Itself as the Single Best Thing about the spot most frequently (25% vs. 23% norm), and a strong Prodtastic signal was measured in viewer comments.
- Branding was also quite strong, ensuring follow through on the healthy consumer intent professed, and as such, offers opportunity to favor the :15 and achieve broad reach and/or optimized budget (given a slightly lower intent among viewers of the :30).
- In fact, the :15 was a standout performer, outpacing household one-year norms across all key creative components including breakthrough in the 94th percentile (Attention and Likeability), and Information and Desire (98th).
- The :60 “Snooki’s Take on the StinkCheck” ad, in contrast, failed to resonate and scored poorly on all metrics across the 21+ audience:
- For reference, iSpot Creative Assessment surveys are completed on mobile devices, but the ad would not be viewed in a social media environment which could affect response. Of course, Snooki’s lack of universal appeal would also require targeting.
- The :15 “Refs Stink” offers media programming flexibility, with strong positive response seen across followers of a wide variety of pro and college sports:
- Viewer sentiment indicates that many viewers were genuinely surprised to learn Lysol makes a laundry sanitizer, underscoring the creative’s success at delivering the key message. Moreover, that message resonated strongly with much of the audience and particularly those with families and/or active members.
- Lysol’s established reputation carried significant weight as well while the child character was frequently cited as funny and memorable.
- Of course, a small portion of viewers found the “You Stink” messaging crude, negative, or potentially disrespectful and a few found the ad a bit fast-paced or wished for more detail.
- Viewer sentiment indicates that many viewers were genuinely surprised to learn Lysol makes a laundry sanitizer, underscoring the creative’s success at delivering the key message. Moreover, that message resonated strongly with much of the audience and particularly those with families and/or active members.
Sample comments on “Refs Stink” :15
“I do not know where I have been. I have not heard of this product until just now. I am going to have to check it out next time I go to the grocery store. Sounds like something I may be interested in.”
Female 50+
“This is a product my household could use and I had not heard of it. Engaging and effective ad. It’s direct and clear.”
Female 36-49
“The ad made me think this is a product that helps provide a superior, cleaning process suitable for many different messes and spills.”
Male 36-49
“I really liked this ad. I use a laundry rinse for extra freshness, but I had no clue Lysol made a rinse that sanitized clothes.”
Female 36-49
“I mostly like the idea. I am concerned, however, that killing all, but a tiny bit will lead to creating super bacteria the same way we have inadvertently created super bugs in hospitals via other forms of hyper sanitizers.”
Female 21-35
“I understand what the message of the ad is, but I am weary of smart-mouthed children being presented as ‘cute’ and without consequences for their disrespect.”
Female 36-49
“Great ad, Lysol has always been a great product. It’s kinda like multipurpose for anything. Seems it can be a one product need and save you money.”
Male 50+
“I like the coupon at the end and I think focusing on odor is important and the kid was cute and funny.”
Male 36-49
“I’d rather focus on fresh and sanitized. The whole ‘you stink’ angle is a turn off.”
Female 36-49
“Helping to clean and disinfect clothes of this brand is good. I did not know they had a laundry product.”
Female 21-35
“I learned that Lysol works on smell, not just in the bathroom. I needed to know this.”
Female 50+
- The :15 “Refs Stink” edged out recent Tide and Oxyclean :15’s mentioning odors (as well as stains) in both overall response and persuasiveness:
- This performance further justifies the consideration of additional budget to maximize campaign outcomes.
Advertisers need to identify the creative that will drive business outcomes and ensure that in-market execution aligns against the highest potential ads.
Schedule a demo to find out how your brand can partner with iSpot to quickly solve both challenges simultaneously, delivering high-performing creative while boosting the effectiveness of planning and in-market execution to achieve—and outperform—campaign objectives.
Creative Agency: McCann