Method Deep House Cleaner

Strategy

37% of Gen Z say a great playlist is the number-one deep clean booster: 51% clean to music because it makes them feel motivated. Of those listeners, 58% choose house; 36% curate by mood.

So the team built the product and campaign around the ritual, with a mission to make housework feel like a house party by fusing scent, sound and sequence. On-pack QR codes dropped consumers into mood-based playlists mapped to phases: warm-up, blitz, detail and reset. Press play, then spray.

Every touchpoint and activation drove back to the bottle, solving the motivation gap by turning a chore into a vibe people are willing to pay a premium for.

Creativity

The creative idea, Deep House Clean, was designed to make housework more house party. Working with Method’s fragrance house, the team created a scent inspired by deep house music; a bold and loud base, harmonised with spicy saffron and plum grooves. Designed to energise the senses, and smell like a party or personal fragrance, not a cleaning product.

The bespoke product label was illustrated to combine music and home using a colour palette that not only touched on the fragrance profiles, but also very iconic Deep House venues in the UK. A QR code that took customers to a collection of playlists, curated by Radio 1 DJ Sarah Story, for a variety of deep clean moods.

Key visuals across the campaign featured glitter ball bubbles, hands with extravagant nails, laser lights and vinyl sticker labels. The creative was applied to social, web, ecommerce, retail, OOH and gifting.

Results

Turning a chore into a vibe moved the market. The product sold out on Amazon in four days; outperforming the previous limited edition within the first four weeks. It was ranked in the top three performing SKUs during the 2025 Amazon Prime Event.

At retail, more than 40% of purchasers were incremental to the category, bringing new shoppers in, not just trading them up. Launch video delivered three million impressions with a 5% engagement rate. The Spotify ‘Spraylists’ hit a 49.13% engagement rate and a 2.28-minute dwell time. There were 307 pieces of earned media coverage to amplify the drop.