Mini Workforce Keep it Clean for Ecolab's ReadyDose Campaign

In a world of commercial cleaning, efficiency and effectiveness often take precedence over creativity. However, with the launch of ‘ReadyDose,’ Ecolab and Gravity Global are proving B2B marketing can be just as engaging as customer-facing campaigns. ‘ReadyDose,’ which highlights the product of the same name, aims to reach independent restaurants and large-scale beverage chains alike, shifting their perspective on cleaning.

The campaign needed to work for audiences in North America and China. In North America, Ecolab has the power to help independent restaurant owners. A tablet cleaning program offers a great solution given its small footprint, high staff turnover, and more restrictive budgets, leading to limited opportunity for investment in larger cleaning programs, like dispensers. In China, Ecolab can serve as an asset to large-scale tea and coffee shop decision-makers managing hundreds, if not thousands, of store locations. They need to standardise cleaning in their locations, but lack the ability for widespread training and monitoring of their teams.

Ecolab turned to Gravity Global, its AOR partner for Mega Innovation Program within the company, to craft a campaign that would not only communicate the functional benefits of ReadyDose, but also break through the traditionally static world of B2B marketing. The campaign’s core message — that ReadyDose works like a cleaning team in a tablet — reinforces the product’s efficiency while humanising it in a way that resonates with both QSRs and small-format restaurants. The campaign consists of two :30 spots: 'Cafe' and 'Kitchen,' designed to resonate with those two target audiences, with a catchy jingle that promises to clean and save users time.

"The line between B2B and B2C is blurring. We believe B2B work can be just as fun as what consumer brands are putting out," said Damian Claassens, executive creative director at Gravity Global. By focusing on a human-centric design, the campaign injects an element of playfulness into a category that is typically more functional than emotional.

Gravity Global leveraged a multi-channel approach to reach multiple target audiences including, programmatic, paid social (video), and paid search.