Challenge: Cleaning-product advertising often centers on eliminating stains, preventing messes, and keeping homes looking spotless. In a very crowded market, how can Resolve move beyond this effective advertising?

Insight: People can become so afraid of staining or ruining their homes that they start preventing the mess before it happens, setting rules about where they eat, what their kids can do, or how they use their space. In trying to keep everything perfect, they can end up not being present in everyday life moments.

Idea: Resolve gives people permission to stop treating every potential to form a stain as a crisis. Live a little. We’ll worry about the stains.