Cleaning didn’t need to feel productive. It needed to feel like a release.

So we pushed Pine-Sol into full chaotic catharsis mode, building a social world around “OMG DA PINE”, a brain-rot, earworm anthem that turned everyday cleaning into a dramatic, slightly unhinged act of reclaiming control. It wasn’t about spotless counters. It was about scrubbing away the existential dread.

Instead of treating cleaning like a chore, we treated it like a coping mechanism. A ritual. A moment of soothing chaos that somehow makes things feel better. Pine-Sol became less of a cleaning product and more of a mood… a very, very internet mood.

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Role: Director of Strategy
Client: Pine-Sol