Green Gobbler, a premium-priced drain cleaner, faced an uphill battle in a category dominated by legacy and private label brands that accounted for 80% of market share. The brand needed to expand sales at brick-and-mortar channels like Walmart and Home Depot.

Consumers were torn between wanting safer products and believing that only harsh chemicals could truly clear tough clogs. We challenged that perception by introducing a distinctive and memorable character—the Green Gobbler—who confidently tackled drain disasters using enzyme-powered formulas. The campaign highlighted Green Gobbler’s unique ability to be tough on clogs but safe for pipes, pets, and the planet.

Green Gobbler’s market share doubled as sales increased at key mass retailers within media supported markets.