Today, over 1 million households are led by a single father, 2.4 million kids are being raised by grandparents and 1,300 new blended families form every single day creating newly minted stepparents. As families evolve, it's no longer just mom doing the housework, yet when most Americans hear the word "homemaker," the images in their minds are likely outdated.
The Pine-Sol® Makers of Home program was created to truly recognize the diversity of the modern American home and all those that work so hard to keep homes clean and loving. Through an integrated, multicultural, multi-channel campaign, Pine-Sol® would seek to redefine the modern "homemaker," and highlight how these roles have changed over the years. The campaign included a partnership with celebrity spokesperson, video content creation, social media, paid media, influencer program, microsite development, community relations and shopper marketing strategies.