{"id":34184,"date":"2025-11-12T12:27:49","date_gmt":"2025-11-12T20:27:49","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=34184"},"modified":"2025-11-12T12:27:50","modified_gmt":"2025-11-12T20:27:50","slug":"killing-the-stink-why-lysols-new-odor-focus-starting-with-refs-stink-was-a-win-with-consumers","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/killing-the-stink-why-lysols-new-odor-focus-starting-with-refs-stink-was-a-win-with-consumers\/","title":{"rendered":"Killing the Stink: Why Lysol&#8217;s New Odor Focus\u2014Starting with &#8220;Refs Stink&#8221;\u2014 Was a Win With Consumers"},"content":{"rendered":"\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>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&#8217;s 2023 launch of Lysol Air emphasized its EPA-approved status for killing airborne viruses and bacteria with the tagline, &#8220;Scent Can\u2019t Sanitize,&#8221; today&#8217;s consumers are less concerned with invisible pathogens and more irritated by very visible odor-causing bacteria.<\/p>\n\n\n\n<p>This pivot is perfectly captured in one of their sharpest recent executions for Lysol Laundry Sanitizer, \u201cRefs Stink\u201d :15. The spot uses a relatable, engaging premise to expand the product\u2019s role from high-alert disinfectant to everyday odor assassin, successfully shifting Lysol\u2019s message.<\/p>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>Here\u2019s what iSpot\u2019s Creative Assessment platform revealed on actual viewer response to the first :15 spot.<\/strong><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12110810\/Creative-Spotlight-Template-Proposed-Optimizations-79.png\" alt=\"\" class=\"wp-image-34189\" style=\"width:840px;height:auto\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12110810\/Creative-Spotlight-Template-Proposed-Optimizations-79.png 1920w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12110810\/Creative-Spotlight-Template-Proposed-Optimizations-79-300x169.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12110810\/Creative-Spotlight-Template-Proposed-Optimizations-79-1024x576.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12110810\/Creative-Spotlight-Template-Proposed-Optimizations-79-569x320.png 569w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12110810\/Creative-Spotlight-Template-Proposed-Optimizations-79-768x432.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12110810\/Creative-Spotlight-Template-Proposed-Optimizations-79-1536x864.png 1536w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/figure><\/div>\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>The Details:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The :15 &#8220;Refs Stink&#8221; was the most effective new Lysol creative, driving the highest purchase intent at 59% (vs. 53% norm), slightly outpacing the :30 &#8220;Refs Stink&#8221; (57%) and significantly outperforming the :60 &#8220;Snooki&#8221; social media video ad (52%):<br \/><br \/>\n<ul>\n<li>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).<br \/><br \/><\/li>\n\n\n\n<li>Resonance with viewers was universally strong, with the :15 &#8220;Refs Stink&#8221; 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).<br \/><br \/><\/li>\n\n\n\n<li>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.<br \/><br \/><\/li>\n\n\n\n<li>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).<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"559\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112135\/image3b-4-1024x559.png\" alt=\"\" class=\"wp-image-34192\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112135\/image3b-4-1024x559.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112135\/image3b-4-300x164.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112135\/image3b-4-586x320.png 586w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112135\/image3b-4-768x419.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112135\/image3b-4-1536x839.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112135\/image3b-4.png 1808w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"923\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112132\/image1b-3-1024x923.png\" alt=\"\" class=\"wp-image-34191\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112132\/image1b-3-1024x923.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112132\/image1b-3-300x270.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112132\/image1b-3-355x320.png 355w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112132\/image1b-3-768x692.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112132\/image1b-3-1536x1384.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112132\/image1b-3.png 1996w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The :60 &#8220;Snooki&#8217;s Take on the StinkCheck&#8221; ad, in contrast, failed to resonate and scored poorly on all metrics across the 21+ audience:<br \/><br \/>\n<ul>\n<li>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&#8217;s lack of universal appeal would also require targeting.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"579\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112140\/image7b-1-1024x579.png\" alt=\"\" class=\"wp-image-34195\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112140\/image7b-1-1024x579.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112140\/image7b-1-300x170.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112140\/image7b-1-566x320.png 566w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112140\/image7b-1-768x434.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112140\/image7b-1-1536x868.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112140\/image7b-1.png 1774w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The :15 &#8220;Refs Stink&#8221; offers media programming flexibility, with strong positive response seen across followers of a wide variety of pro and college sports:<br \/><br \/>\n<ul>\n<li>Viewer sentiment indicates that many viewers were genuinely surprised to learn Lysol makes a laundry sanitizer, underscoring the creative&#8217;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.<br \/><br \/><\/li>\n\n\n\n<li>Lysol&#8217;s established reputation carried significant weight as well while the child character was frequently cited as funny and memorable.<br \/><br \/><\/li>\n\n\n\n<li>Of course, a small portion of viewers found the &#8220;You Stink&#8221; messaging crude, negative, or potentially disrespectful and a few found the ad a bit fast-paced or wished for more detail.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"602\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112139\/image6b-4-1024x602.png\" alt=\"\" class=\"wp-image-34194\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112139\/image6b-4-1024x602.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112139\/image6b-4-300x176.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112139\/image6b-4-544x320.png 544w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112139\/image6b-4-768x451.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112139\/image6b-4-1536x903.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112139\/image6b-4.png 1999w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>Sample comments on \u201cRefs Stink\u201d :15<\/strong><\/p>\n\n\n\n<p>\u201cI 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.\u201d<br \/><em>Female 50+<\/em><\/p>\n\n\n\n<p>\u201cThis is a product my household could use and I had not heard of it. Engaging and effective ad. It&#8217;s direct and clear.\u201d<br \/><em>Female 36-49<\/em><\/p>\n\n\n\n<p>\u201cThe ad made me think this is a product that helps provide a superior, cleaning process suitable for many different messes and spills.\u201d<br \/><em>Male 36-49<\/em><\/p>\n\n\n\n<p>\u201cI really liked this ad. I use a laundry rinse for extra freshness, but I had no clue Lysol made a rinse that sanitized clothes.\u201d<br \/><em>Female 36-49<\/em><\/p>\n\n\n\n<p>\u201cI 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.\u201d<br \/><em>Female 21-35<\/em><\/p>\n\n\n\n<p>\u201cI understand what the message of the ad is, but I am weary of smart-mouthed children being presented as \u2018cute\u2019 and without consequences for their disrespect.\u201d<br \/><em>Female 36-49<\/em><\/p>\n\n\n\n<p>\u201cGreat ad, Lysol has always been a great product. It&#8217;s kinda like multipurpose for\u00a0 anything. Seems it can be a one product need and save you money.\u201d<br \/><em>Male 50+<\/em><\/p>\n\n\n\n<p>\u201cI like the coupon at the end and I think focusing on odor is important and the kid was cute and funny.\u201d<br \/><em>Male 36-49<\/em><\/p>\n\n\n\n<p>\u201cI\u2019d rather focus on fresh and sanitized. The whole \u2018you stink\u2019 angle is a turn off.\u201d<br \/><em>Female 36-49<\/em><\/p>\n\n\n\n<p>\u201cHelping to clean and disinfect clothes of this brand is good. I did not know they had a laundry product.\u201d<br \/><em>Female 21-35<\/em><\/p>\n\n\n\n<p>\u201cI learned that Lysol works on smell, not just in the bathroom. I needed to know this.\u201d<br \/><em>Female 50+<\/em><\/p>\n\n\n\n<ul>\n<li>The :15 &#8220;Refs Stink&#8221; edged out recent Tide and Oxyclean :15&#8217;s mentioning odors (as well as stains) in both overall response and persuasiveness:<br \/><br \/>\n<ul>\n<li>This performance further justifies the consideration of additional budget to maximize campaign outcomes.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"602\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112142\/image8b-3-1024x602.png\" alt=\"\" class=\"wp-image-34196\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112142\/image8b-3-1024x602.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112142\/image8b-3-300x176.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112142\/image8b-3-544x320.png 544w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112142\/image8b-3-768x451.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112142\/image8b-3-1536x903.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112142\/image8b-3.png 1999w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"586\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112137\/image4b-4-1024x586.png\" alt=\"\" class=\"wp-image-34193\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112137\/image4b-4-1024x586.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112137\/image4b-4-300x172.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112137\/image4b-4-560x320.png 560w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112137\/image4b-4-768x439.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112137\/image4b-4-1536x878.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/11\/12112137\/image4b-4.png 1999w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Advertisers need to identify the creative that will drive business outcomes and ensure that in-market execution aligns against the highest potential ads.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.ispot.tv\/demo\"><span style=\"text-decoration: underline;\">Schedule a demo<\/span><\/a> 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\u2014and outperform\u2014campaign objectives.<\/p>\n\n\n\n<p style=\"font-size:12px;\"><i>Creative Agency: McCann<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>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&#8217;s 2023 launch of Lysol Air emphasized its EPA-approved status for killing airborne viruses and bacteria with the tagline, &#8220;Scent Can\u2019t Sanitize,&#8221; today&#8217;s consumers are less concerned with invisible pathogens and more&#8230; Read More<\/p>\n","protected":false},"author":26,"featured_media":34190,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[497],"ispot_product_categories":[],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/34184"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=34184"}],"version-history":[{"count":11,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/34184\/revisions"}],"predecessor-version":[{"id":34206,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/34184\/revisions\/34206"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/34190"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=34184"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=34184"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=34184"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=34184"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}