Sprayway is a national brand of household cleaning products with very little awareness – less than 10% unaided and 20% aided. In a category with deeply entrenched brands such as Windex, Clorox and Lysol, breaking through the clutter is a major challenge. Especially when being outspent by over 20:1.
 
Yamamoto developed a fully integrated advertising campaign to drive awareness and trial of Sprayway’s core cleaning products – Glass, All-Purpose and Stainless Steel. The advertising focused on the benefits of Sprayway and its unique foaming action, positioning it as a better alternative to the bigger default brands. This campaign effectively drove traffic and sales online and at brick & mortar retailers.