BRETT ZERR
Senior Creative Director / Commerce Leader
BRETT ZERR
Senior Creative Director / Commerce Leader
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As Senior Creative Director, I led concept through execution for Pine-Sol’s Clean Your Way campaign — guiding shopper, brand, and digital teams to bring a single, confident voice to life across the full path to purchase. The campaign celebrated that everyone cleans differently — and that there’s no one right way to do it. Unified across pre-shop, shop, and post-shop touchpoints, the work honored individuality while reinforcing what makes Pine-Sol trusted: strength, scent, and authenticity. The program re-energized the brand, driving sales and reclaiming share from Fabuloso, especially among African American and Hispanic shoppers.
As Senior Creative Director, I led concept through execution for Pine-Sol’s Clean Your Way campaign — guiding shopper, brand, and digital teams to bring a single, confident voice to life across the full path to purchase.
The campaign celebrated that everyone cleans differently — and that there’s no one right way to do it.
Unified across pre-shop, shop, and post-shop touchpoints, the work honored individuality while reinforcing
what makes Pine-Sol trusted: strength, scent, and authenticity. The program re-energized the brand, driving sales and reclaiming share from Fabuloso, especially among African American and Hispanic shoppers.
