PURELL. The brand that defined the category is the brand that redefined the category.

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.