The campaign’s success hinges on reframing cleaning as an act of intimacy rather than a functional obligation. By shifting the narrative for CLR Brands, the agencies managed to inject emotional relevance into a stagnant category, capturing attention in a crowded media landscape. This strategic pivot was supported by Rise’s data-informed media planning, which ensured the message reached consumers during their habitual digital scrolling.

Financial results validate the creative approach. During the campaign period, CLR recorded a 20% year-over-year sales increase, with specific retail partnerships yielding growth of 45% and a doubling of sales at a major e-commerce outlet. These figures mark six consecutive quarters of growth for the brand. For Jelmar President and COO Jeff Pozen, the award serves as confirmation that the team successfully translated a simple human truth into a memorable, high-performing brand identity. The win follows a Bronze Effie earlier this year, further cementing the collaborative impact of Betty’s creative production and Rise’s media execution.