Scott Mills X Calgon Official Celebrity Brand Campaign
Case Study

The Brief

Calgon launched a new campaign to boost brand visibility, looking to partner with a celebrity to endorse their cleaning products. The celebrity was required to provide two engaging voiceovers for TV ads, delivering Calgon's message with authenticity and appeal. Additionally, Calgon was looking for a celebrity to participate in a panel-style Q&A and conduct exclusive meet-and-greet sessions to allow consumers to connect with the new face of Calgon's celebrity brand campaign. Visuals of the celebrity would be shared in-store, online and on social media to ensure a broad reach and strong consumer impact, highlighting Calgon's commitment to effective cleaning solutions.

Calgon Official Logo Blue Background
Scott Mills Calgon Stall Promotion
Scott Mills Official Calgon Promotional Poster

The Delivery

We paired Scott Mills with Calgon for their new campaign, promoting their washing machine cleaning products. The campaign was brought to life by the recognisable voice of Scott Mills, due to his decorated career as a radio DJ, giving the Calgon TV adverts an authentic touch. His presence extended beyond TV voiceovers, featuring on Calgon's promotional materials and hosting live meet-and-greet events at supermarkets. At the meet-and-greet events, Scott connected with consumers and shared Calgon products. Adding a personal touch to the campaign, Scott also promoted the campaign via his own Instagram account, inviting fans to a special meet-and-greet at Tesco Extra in Watford.

The Outcome

The Calgon campaign with Scott Mills achieved outstanding results, resonating with audiences both online and in-person. The meet-and-greet sessions drew enthusiastic crowds, allowing Calgon to connect directly with consumers and increase brand loyalty. Scott’s Instagram posts, targeting his 440,000 followers, garnered thousands of likes and heightened campaign visibility across social media. The TV commercial, powered by Scott’s instantly recognisable voice, captivated viewers and reinforced Calgon’s message, reaching households nationwide. The campaign not only drove significant engagement but also reinforced Calgon’s presence in daily routines, as their products saw an increase in frequent use among new and loyal customers alike.

Scott Mills Promoting Calgon at Tesco Meet-and-Greet
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