‘You don’t know where that’s been’: Pine O Cleen banks on the gross-out factor

Pine O Cleen’s latest campaign via Host/Havas reveals the unsanitary history behind some items which find their way into consumers’ houses.

The ads are the first new campaign for the cleaning goods brand for several years, and will be broadcast across TV.

In the firing line are coasters brought home from the pub, as well as a cricket ball found by children.

Reckitt Benckiser marketing director, Arnaud Sudre said the campaign completes Pino O Cleen’s brand relaunch.

“Pine O Cleen has been helping Aussies clean and disinfect their homes since its creation in Melbourne in 1939, a real Australian icon. This new campaign perfectly captures the brand’s Australian heritage as well as its core disinfection promise. It completes a full brand relaunch which also includes innovative products from surface sprays infused with natural ingredients like essential oils, vinegar or baking soda, and disinfecting wipes with 100% natural fibres,” Sudre said.

Host/Havas executive creative director, Jon Austin, said: “Not all germs are created equal. There’s something much grosser about a stranger’s germs than our own. I once witnessed my son crawl under the seats at an airport and come out chewing gum. We’re hoping this campaign elicits the same reaction that I felt after seeing that.”


Managing Partner: Naren Sanghrajka
Senior Strategist: Will Moore
Account Director: Adam Blaynee
Account Manager: Robert Barker
Executive Creative Director: Jon Austin
Creative Director: Josie Burns
Art Director: Fernanda Gil-Pier
Copywriter: Joe Ranallo

Production Director: Alistair Ferrier
Production Company: Rabbit Content
Director: Craig Rasmus
Producer: Rita Gagliardi
Editor: Lucas Baynes / ARC Edit
Post-production & VFX: ALT FX
Audio: Song Zu
Casting: Peta Einberg


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