Willert Home Products manufactures cleaners, deodorizers and treatments for toilet bowls and septic tanks. It is recommended that septic tanks be treated monthly, however consumers often forget the date of the last treatment or forget to do any treatment at all. Enter Bowl Fresh septic tank treatment and toilet bowl cleaner, a product that provides proof it’s working by the blue color indicator in the toilet bowl. Once the blue fades, simply replace with a new one. Our creative was inspired by the “proof” position. Television featured a blues guitarist soulfully singing the praises of a fresh, clean septic tank with the tagline “it’s blue, it’s working.” By cross referencing product distribution data with a list of markets having a high septic tank penetration, we purchased a targeted media schedule that tripled Walmart sales and expanded the Bowl Fresh retail presence.