Turning garbage into growth.
When InSinkErator wanted to expand product distribution and reach new DIY segments, we created a breakthrough campaign that transformed invisible kitchen problems into compelling purchase motivations, helping the brand overcome consumer indifference and capture more of the elusive non-disposer homes.
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The Challenge
Despite InSinkErator’s essential role in many kitchens, half of U.S. homes still didn't have one. They needed a deeper understanding of purchase behavior, help managing their sales distribution network and souping up e-commerce. We started with messaging that would break down barriers to first-time buyers.
Racoons
Through research with non-owners, we identified three primary obstacles: lack of perceived need/benefit, concerns about old homes/pipes and uncertainties related to septic systems. Our shopper journey research revealed a universal consumer problem that transcended these concerns: smelly, messy garbage and the vermin that go with it.
Clean kitchens without noise or mess
The InSinkErator Evolution wasn't just another garbage disposal—it was weirdly quiet, surprisingly fast, and eliminated the smell that people had just accepted as part of kitchen life. The problem? Half of America had convinced themselves that stinky garbage bags and raccoon visitors were just...normal. We needed to make the connection impossible to ignore: you don't have to live like this.
Meet the Garbage Gangsters
Introduced a rowdy crew of raccoons—"Bandit," "Leftovers Larry," "Trash Panda Tony"—as the loud, messy consequence of not having an Evolution. One neighbor silently scrapes food down the drain while the other's garbage becomes a raccoon block party. The spot made people laugh, then think, "Wait...why AM I dealing with this?"
Racoons Meet Reality
Print paired our trash-loving characters with the product itself—showing how silent operation, quick cleanup, and zero smell made the whole raccoon problem disappear. The raccoons grabbed attention, the product details sealed the deal. Print connected the TV story to the hardware store shelf.
Raccoons on the Loose
In key DIY markets, we plastered neighborhoods with oversized "WANTED" posters featuring our raccoon crew near hardware stores and home improvement centers. The stunt turned heads, sparked conversations, and drove people to StopTheRaccoons.com to learn how to end the madness.
YouTube Content Series
Fun raccoons were great, but we didn't stop there. We created a YouTube content series to help people better connect with rational messages highlighting the power and quiet of the disposals. "The Amazing Disappearing Turkey Carcass Trick," "Knife Tips for Dips," and "How to Peel Potatoes Like a Ninja" showcased product performance through entertaining, useful content that made the learning around smelly garbage welcome for consumers through amusing creative that made the problem impossible to ignore.
From Chaos to Cart
We built a seamless digital experience following the raccoon story from awareness (meet the chaos) to consideration (see how Evolution solves it) to conversion (find your model, buy). Targeted segments got messaging addressing their specific concerns—septic systems, old plumbing, installation—all while keeping the raccoon thread alive.
