Remember those brown bottles stowed away in the garage or garden shed? To help Ortho evolve from a hardware brand to a household one, we redesigned the packaging and moved the conversation from "killing" to "protecting." TV and radio built around young homeowners was complimented by OOH, in-store and digital with a simple brand message that hit home. The result was more shelf facings in multiple departments of the big box retailers. Oh, yeah... and more sales. 34% more, in the first season it ran.