When human insight meets technology we call it humanology.

 Jan Kelley

Some Background

Krud Kutter is an all-purpose household cleaner that cuts through the toughest grease and grime.

Services Rendered

Customer Research & Insights, Creative Strategy, Digital Advertising

Quick Brief

Introduce Krud Kutter into food and grocery channels to drive both awareness and sales.


Clean-up in aisle 6.

When Rust-Oleum® Consumer Brands Canada wanted to introduce Krud Kutter into the world of food and grocery, they needed a unique approach. One that would help them stand out in the cluttered cleaning aisle.

No perfumes. No lotions. No nonsense.

Through extensive research, we discovered that 60% of households in Canada have men with either primary or shared responsibility for grocery shopping. And with big brands (with incredibly deep pockets) still marketing solely to women, we saw an opportunity. We made the bold choice to market Krud Kutter directly to men. Yes, men. And it paid off.

The Brand


increase in sales


digital sessions


unique users


million impressions

Our Results

Our strategic media buy included digital takeovers of Sportsnet and targeted display ads on Facebook/Instagram that drove to our landing page on KutTheKrud.ca. Digital ads and radio spots also aired exclusively on Spotify that challenged men to ask themselves if they were “man enough” for Krud Kutter.