Scotch-Brite® is one of the most loved brands of cleaning tools by the Spanish people. Its famous claim “I can’t be without it” still resonates in the minds of many consumers thanks to the brand’s first advertisements in Spain. Its wide range of scourers provides a different product for the different needs of any household. Belonging to the 3M group, Scotch-Brite® is a love brand within its sector.

Scotch-Brite® wanted to be present at the Madrid 2019 Gay Pride celebration to support the movement and convey a friendlier and closer image to all groups. A traditional brand, with more than 60 years of history, that wanted to move away from the prejudices and gender stereotypes that have accompanied it during all these years.

To achieve this, Scotch-Brite® was the main image of one of the floats on the 2019 Madrid Gay Pride tour. A fresh and dynamic action that contributed to create a younger image of a brand with a long history behind it.

Scotch-Brite® has more than 60 years of history, which is a challenge when it comes to bringing the brand closer to the younger generation.

The objective of the “Wash your prejudices” campaign was to reach the greatest number of people thanks to a Street Marketing action in which we delocalized the brand from the point of sale to present it as a brand with a modern image, without prejudices and that supports each and every one of the people.

The choice of the claim “Wash your prejudices” was very appropriate, because it combined in a single sentence the respect for all groups with the main function of the brand. A positive message adapted to new times and social situation.

We chose the Madrid Gay Pride celebration because it is the best known of those held in Spain. One of the emblems of the celebrations of Madrid Pride is its demonstration and parade of floats that takes place every year in the center of the capital. This 2019 the state manifestation of the LGTB Pride was held on Saturday July 6th, 2019.

We vinyled and decorated for the occasion one of the floats participating in the parade, in addition to customizing with the image of the brand all the decorative elements of it. There was also a DJ on the float who livened up the more than 4 hours of the parade, and those attending the parade were dressed in the image of Scotch-Brite® and with the claim “Wash your prejudices”. Each float represented a collective, and ours was the image of Gay Day, an LGBT collective dedicated to celebrating family diversity with an annual festive event at the Madrid Parque de Atracciones.

During the tour, sampling was done among the audience, which was very well received and was reflected in social networks by the attendees.

In addition, to make the campaign reach more people, we had the collaboration of the influencer David Mora (actor and screenwriter, has participated in films such as Kiki by Paco Leon). David made a raffle through his Instagram account so that two people could accompany him during the parade. He announced through posts and stories his participation in the float, and the same day of the event he broadcast the best moments from his account.

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Scotch-Brite® thus managed to break away from its more traditional image to approach a younger audience. This approach to new targets has also been perceived positively by long-time customers, who have seen with good eyes that the brand is adapted to the new times.

1,500,000 people attended the Madrid Gay Pride event, which had its own space in media such as El País, El Mundo, ABC, 20 Minutos, La Sexta, RTVE, … In social media, Pride was once again Trending Topic, with more than 179,000 tweets, with a potential reach of 330 million. The action was picked up on networks such as Instagram and Twitter in a positive way by those attending the demonstration.

Through David Mora‘s profile we reached more than 17,000 users through the more than 27,000 visualizations.