Scan. Play. Spray. And Slay.

The Brief

Attract and convert younger consumers into our home cleaning category, without alienating the brand’s heartland audience. , through the means of collaborations or partnerships that add a unique spin on the cleaning category.

Strategy

Reframe a chore as a vibe. Data showed 51% clean to music (that’s no surprise), with house music the top genre for 58% of those listeners (that was a surprise). And 36% carefully curate playlists by mood, but “cleaning playlists” lack structure or momentum. Our insight: if music motivates the task, design the product experience around music. Simple. Fuse scent, sound, and ritual so housework feels like a house party.

Idea

Deep House Clean: a multi-surface spray with a fragrance inspired by deep house—bold oud base, spicy saffron, and plum grooves. The pack acts like an album cover and a remote: scan the on-pack QR to drop straight into the set.

Execution

We developed the concept, naming, branding, fragrance, six mood-based playlists with Radio 1 DJ Sarah Story, and a full ecosystem: OOH, retail, web, social, and gifting, so every touchpoint amplifies the beat and the clean.

Results

Sold out on Amazon in four days and became the number-one best seller in Method’s range. Fans crowned it “the Beyoncé of cleaners.” Proof that when you sync product, playlist, and purpose, even cleaning hits different.

It’s already picked up a gold for best retail campaign of 2025 too.