Background

Shark Ninja does well with its DRTV and direct product marketing. It hasn't delved into lifestyle too much but has realized it can gain market share in particular segments it doesn't usually reach with its other efforts.

Challenge

The opportunity was to approach the target audience with a message they weren't expecting in a crowded field.

Solution

#LIVEMESSIER became a rallying cry against all the cleaning companies that chastise or expose that you might be accident-prone and messy. With #LIVEMESSIER, we are telling you to go ahead and make a mess and have fun doing it because Shark has your back with its various high-powered cleaning machines that tackle the toughest messes.