Weiman is stepping away from traditional cleaning-product advertising and letting kitchen surfaces do the talking in a new campaign from the independent agency Hanson Dodge.
The campaign, titled “Your Kitchen Says A Lot About You,” marks the first major work from Hanson Dodge since being named Weiman’s creative agency partner last year.
And instead of focusing purely on product functionality, the campaign leans into personality, pride and a surprisingly emotional relationship people have with their kitchens.
The central insight is simple: clean, polished surfaces reflect directly on the people who maintain them. But rather than having homeowners brag about their kitchens, the campaign imagines the surfaces themselves speaking up.
Or as the campaign puts it:
“Let It Brag. With Weiman.”
Three spots anchor the campaign, each personifying a different kitchen surface. In “Stainless Steel,” a refrigerator proudly praises its owner for maintaining its gleaming finish. Watch below:
“Granite” features an Italian granite countertop luxuriating in the cleaning process, while “Cooktop” transforms an electric stove surface into a ticklish, delighted personality reacting to its superior shine.
The campaign gives Weiman a more character-driven identity in a category that often defaults to straightforward demos and before-and-after shots.
“Weiman is the gold standard in specialty surface care, however, not everyone knows it, especially younger users,” said Jon Bellante, CMO at PurposeBuilt Brands, parent company of Weiman.
“‘What Your Kitchen Says About You’ sets out to change that game by driving awareness, memorability and trial,” Bellante added. “But we do it from a different point of view by personifying the surfaces themselves which we believe will set us apart.”
The campaign launches this month across national television, local broadcast, streaming, digital display and paid social.
And honestly, it’s refreshing seeing a household cleaning brand realize consumers don’t just clean surfaces because they’re dirty. They clean them because kitchens have quietly become personality statements, status symbols and, for a lot of people, the emotional center of the home.
CREDITS:
BRAND: Weiman / PurposeBuilt Brands
AGENCY: Hanson Dodge
- Chief Creative Officer/Copywriter: Mike Roe
- Group Creative Director/Art Director: Chad Verly
- Creative Director/Copywriter: Katherine Schmidt
- Chief Strategy Officer: Mike Stefaniak
- Client Leadership: David Pollard
- Sr. Account Director: Eric Prado
- Producer: Pat Buckley
PRODUCTION COMPANY: Picture North
- Director: Ryan Patrick
- Editor: Patrick O’Leary
MEDIA AGENCY: Horizon Big
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