Spotted! There’s a new cleaning crew in town

CPG brand SpongeTowels made it its mission to clean up the streets. Literally.

Between ice storms, wind storms and an all-around too-long winter, Toronto is in need of a severe spring cleaning.

That’s why Canadian CPG brand SpongeTowels sent an army of cleaners into the city last week to commit “random acts of cleaning,” which, for some, is just as nice as a random act of kindness.

The three white, sponge-clad helpers were inspired by the brand character of Spongie. The mascots, who have appeared for several years in SpongeTowels’ national TV spots, put themselves to work across the city. Scrubbing everything from the Toronto sign at Nathan Phillips Square and TTC streetcars to Ripley’s Aquarium and the CN Tower, the playful stunt was part of a brand affinity play to encourage more engagement among consumers.

Onlookers were invited to pose with the hard-working sponges. Those who shared the photos on social media with the hashtag “#SpongeTowelsLovesMesses” were entered into a draw to win a year’s supply of paper towels.

SpongeTowels is currently in-market with an OOH campaign, with creative showcasing all of the different messes the brand can tackle (such as the “Spaghetti Towels” ad pictured below). The activation was also supported by brand ambassadors handing out coupons and a post-activation social video.

SpongeTowels parent company Kruger partnered with Strategic Objectives for PR on the stunt, while Wavemaker handled the media buy.

image002 (6) image003 image004