๐๐ฟ๐ผ๐บ ๐๐ฟ๐ผ๐๐ ๐๐ผ ๐๐ฟ๐ผ๐๐๐ต: How a ๐๐ฎ๐ด ๐ผ๐ณ ๐๐๐บ๐ฎ๐ป ๐๐ฎ๐ถ๐ฟ๐คข (Yes, Really!) Drove a ๐ฎ๐ฌ๐ฌ% ๐ฆ๐ฎ๐น๐ฒ๐ ๐๐ถ๐ณ๐ ๐ค
- andrew cofield
- Apr 22
- 1 min read
Updated: May 1
Weโve all been there โ wrestling with a vacuum brushroll tangled in hair. Electrolux solved this pain point with a patented self-cleaning brushroll (press a button, and ๐poof๐ debris vanishes!). But explaining this innovation in-store? That was the real challenge.
Loweโs tasked us with creating an โinnovation endcapโ that stopped shoppers in their tracks. The old approach? A 3-step "filmstrip" + text explanation. Effective, but forgettable.
๐ง๐ต๐ฒ โ๐๐ต๐ฎโ ๐ ๐ผ๐บ๐ฒ๐ปt:
I grabbed a brushroll, scissors, and a bag of ๐ฟ๐ฒ๐ฎ๐น ๐ต๐๐บ๐ฎ๐ป ๐ต๐ฎ๐ถ๐ฟ
(cringe-worthy but crucial), then headed to the photo studio. The result? A single visceral image of tangled hair with the tagline: โ๐ช๐ต๐ ๐๐ฒ ๐ถ๐ป๐๐ฒ๐ป๐๐ฒ๐ฑ ๐๐ต๐ฒ ๐๐ฒ๐น๐ณ-๐ฐ๐น๐ฒ๐ฎ๐ป๐ถ๐ป๐ด ๐ฏ๐ฟ๐๐๐ต๐ฟ๐ผ๐น๐น.โ No instructions needed.
๐ง๐ต๐ฒ ๐ช๐ถ๐ป:
* ๐ฎ๐ฌ๐ฌ% ๐๐ฎ๐น๐ฒ๐ ๐น๐ถ๐ณ๐ for Electrolux vacuums at Lowe's
* Featured in Retail Magazine for standout in-store marketing
* Loweโs extended the endcap placement ๐ฏ ๐บ๐ผ๐ป๐๐ต๐ at no extra cost, driving ๐ผ๐๐ฒ๐ฟ $๐ญ๐ ๐ถ๐ป ๐๐ฎ๐น๐ฒ๐
๐๐ฒ๐๐๐ผ๐ป ๐๐ฒ๐ฎ๐ฟ๐ป๐ฒ๐ฑ:
Sometimes the grossest visuals make the cleanest impact. When tech solves a messy problem, donโt shy away from showing the โbeforeโ โ ๐๐ฎ๐๐๐ต๐ฒ๐ป๐๐ถ๐ฐ๐ถ๐๐ ๐ด๐ฟ๐ฎ๐ฏ๐ ๐ฎ๐๐๐ฒ๐ป๐๐ถ๐ผ๐ป.๐
Shoutout to the teams at Electrolux and Loweโs for trusting the creative process!
ใณใกใณใ