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PINE-SOL
Meet Pinelope 💅
PROBLEM
Pine-Sol is a 96-year-old cleaning brand that is seen as an
old, outdated cultural brands.
INSIGHT
Year: 2025
February 2025 Duolingo goes viral for announcing the death of their beloved mascot, and popular brands like Scrub Daddy post about their relations with Duo. The internet goes wild trying to pin Duo's death on popular brands.
Client: Pine-Sol | Agency: Vaynermedia
ECD: Aaron Howe
CD: William Maitland
Creative Lead (Conceptual Creative + Copywriter + Animator): Noeli Acoba
Social Media
BIG IDEA
We launch our own Pine-Sol mascot and post a "secret admirer" message for Scrub Daddy to borrow their clout and enter the mascot lore.
Dear Daddy
In this first episode, our "secret admirer" message to Scrub Daddy resulted in Pine-Sol becoming a prime suspect in Duo's death.
With 47.9K Views, 2539 Shares, and 239 Comments, it was apparent that people were invested in the lore and we should probably clean our tarnished name 😅
Your Honor
In this follow-up episode, Pinelope goes to the court of public opinion to clear her "homewrecker" title with sass, wit, and her iconic fresh set 💅.
With 90.9K views, 6,275 shares, 282 glowing comments, a 30% engagement rate, and a whopping 2,000+ follower increase, TikTok users and brands alike embraced Pinelope’s messy mascot drama and fell in love with the character.
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