PURELL created the instant hand sanitizer category, but soon, because of knock off brands,
didn’t even own the space.
While everyone else focused on fear of germs – can’t, don’t, danger – we helped PURELL tap
into moms’ innate desire to let their kids be kids and explore the world one messy adventure at
a time. And with did that with upbeat, positive messaging around the launch of PURELL Advanced,
a new, stronger germ-killing product, through national TV, radio, social media, mobile
couponing, a loyalty program and more.