MIKE ROWE & VIVA

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CHALLENGE: How do you convey the superior toughness, cleaning power and inherent value of VIVA Towels in a rapidly commoditizing category and inspire consumers to make the switch to VIVA?

SOLUTION: Team up with Dirty Jobs TV host, Mike Rowe, and his actual parents to showcase VIVA’s tough performance. This juxtaposition made for a powerful partnership that seeded the idea that if VIVA can handle Mike Rowe’s mess, just imagine what it can do in your home. The second phase of the program demonstrated VIVA’s unparalleled strength when wet against the Rowe family’s toughest messes and challenged consumers to test it for themselves. We also elevated VIVA’s relationship with Walmart, creating custom packaging to build awareness and benefit the Mike Rowe WORKS foundation.

SHINY: Bronze Effie Award