OPPORTUNITY: Reposition VIVA® Towels based on product superiority to break through the clutter and elevate its inherent value in a rapidly commoditizing category.
 
CHALLENGE: Inspire consumers to switch to VIVA by conveying the brand’s superior toughness and cleaning power.
 
SOLUTION: TRIS3CT teamed up with Dirty Jobs reality TV host, Mike Rowe, and his real parents to showcase VIVA Towels tough performance. The work presented Mike as the expert on dirt and VIVA as the expert on clean. This juxtaposition made for a powerful partnership that seeded the idea that if VIVA can handle Mike Rowe’s mess, just imagine what it can do in a typical home. The second phase of the program demonstrated VIVA’s unparalleled strength when wet against the Rowe family’s toughest messes and challenged consumers to test it for themselves.