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Cleaning product megabrand Lysol taps Genuine to put emphasis on their new product, the No-Touch Kitchen System, and complement the homepage design we built for them with a creative reveal to an interactive gaming experience.
Lysol’s goal was to shift the focus on brand’s home page to their product line given the debut of their No-Touch Kitchen System, a gadget that lets Lysol customers wash their dishes and kitchen surfaces without spreading dirty fingerprints throughout the kitchen. Genuine’s challenge was to showcase the new product on the homepage and create an interactive experience that would inform new customers.
To make the No-Touch Kitchen System front and center, Genuine devised “The Lysol Undercover Challenge,” an immersive Flash-based game that lets visitors play hide-and-seek with dirty fingerprints after watching videos of family members from the related Lysol commercial clean the kitchen using Lysol’s new product. To access the Flash game, visitors literally peel away the Lysol homepage to enter the audiovisual experience, using the mouse-as-magnifying glass to spot hidden fingerprints.
LYSOL® set out to clean up its image by building a community of health-conscious moms around its brand. With Genuine’s help, the popular cleaning product innovator launched a comprehensive redesign of its web property.
LYSOL® wanted a new user experience that would reach beyond its product line and soften its harsh, germ-destroying messaging. Genuine’s rebranding effort would also need to interface with LYSOL’s® other marketing agencies in order to ensure the cohesiveness of its campaign. In our rebranding effort, we created a community of health-conscious moms to make it easier for consumers to connect with the brand.
In the redesign, Genuine used softer whites and blues and a flowing ribbon element in the header to make the site appear more welcoming. We incorporated lots of visual feedback in the site’s search functionality, a geographical cold and flu tracker so consumers could stay ahead of the cold and flu season, and a wealth of health, cleaning, and disinfecting tips in the site’s Healthy Families section.
The intended persona for the website was new and expectant health-conscious moms, so we had LYSOL® partner with well-credentialed health professionals to provide a forum-based community where visitors could ask cold and flu-related questions and receive real answers. LYSOL® also started its “Mission for Health” initiative, a philanthropic front which promotes healthy habits in schools, provides child-rearing advice for new moms, and works with Save the Children to create safe havens for children in disaster situations.