Lava Soap
Originally developed in 1893, Lava® is one of the best-known heavy-duty hand cleaners in the world. Over the years, Lava has earned a reputation as the brand to use on extremely dirty hands. No matter where you are or how dirty you get, you have a choice of the Lava Bar or the Lava Liquid.©2009 Lava Soap Home Page
Perhaps I am too young to remember when Lava Soap was a house-hold brand name, but when compiling this brand strategy and advertising campaign I wanted to introduce Lava’s legacy to a new generation of consumers. I specifically targeted 15–40 year old males.
After making a word list, I narrowed it down to 4 key words that would define what the Lava Soap brand should be: grit, unpredictable, strong, and smart.
Harnessing these words, the advertising campaign centered around the tagline pumicecuous [puh-MISS-kyoo-us], including the product’s characteristic ingredient, pumice, while invoking the phoneticism of promiscuous.
