Direct Marketer Looks to Hipsters to Polish Image

Necessity is the mother of determination in the orange oil-based cleaning-product category. Orange Glo International, a pioneer in the sector, found success through direct response but could not make a transition to mainstream advertising work last year. Now, with giant rivals encroaching on its turf, the company is trying again to build its brand.

Last month, the Denver-based client hired Campbell Mithun in Minneapolis, following a review. This week the agency breaks an estimated $20 million TV campaign for the Orange Clean line.

The effort, which will run through the summer, looks to establish Orange Clean as the first and best orange oil-based product, said Reid Holmes, the copywriter.

Two executions running in 15- and 30-second versions depict a group of young hipsters who use Orange Clean products to work on a decrepit diner and a kitchenette setting in a junkyard.