It often helps to have a friend by your side, especially for college students, young individuals, or those living alone for the first time. Let Bar Keepers Friend, a versatile product that cleans almost every household item from pans in the kitchen to outdoor shoes, be your friend who guides you through the mystery and bore of cleaning. Through this campaign, one can discover that Bar Keepers Friend will always be by your side, no matter what mess you end with (or end up in) and is truly Your Friend For Every Mess. 

Personalized product packaging appeals to young individuals who are looking for a reliable “friend” to guide them through their college journey and beyond.

Personalized packaging highlight the versatility of Bar Keepers Friend. While the packaging offers a variety of options such as “Artists Friend”, “Stylists Friend” and “Oldest Friend”, the product itself is still the same reliable formula.

These magazine print ads emphasize the friend that will stick by your side in all sorts of messy situations — from kitchen fires to dirty outdoor exploration.

Billboards in the distinctive shape of the Bar Keepers Friend signature saloon door logo guide brand recognition and awareness.

These transit posters also share the memorable Bar Keepers Friend logo shape, to help individuals recognize Bar Keepers Friend. Visual messages such as “I’m in a sticky situation” and “I’m in a mess” mimic a conversation between friends, emphasizing that BKF is always here for you.

Instagram ads encourage audiences to “swipe for a clean result”, showcasing before and after visuals of how effective Bar Keepers Friend is.