GRITE had some ups and downs during the years, so it needed a clever repositioning with a new image and product campaign, that would build storytelling and emotional connection with the audience, while also highlighting product quality.

Solution

Sometimes you need either a good helper or a perfect stamina for clean your home, as it sometimes may look like a tough yoga session. So we did just that - we introduced a “Guru of cleanliness” — a character who takes care of your peace of mind even before mess happens. This Guru embodies Gritė, bringing Cleanaste moments when they are most needed.