The life of the Potty

The shorter the run, the sillier a brand gets to be.

Limited editions are a recruiting tool. The scent brings in a shopper who has never bought the brand, and the everyday bottle keeps them once the run ends. That set the bar in two directions at once: loud enough to stop a stranger mid-scroll, familiar enough that the ordinary bottle still feels like the same duck after the fun is over.

Two fragrances in two products is four combinations, and running them at equal weight would have meant four campaigns bidding against each other for the same impressions. The work runs in four pillars instead, each taking a different cut of the grid.

Then the account team challenged us to build all of it from poses the Duck already had. The variety came from the world around him instead: raspberries and gilded apples for one fragrance, hothouse flowers for the other, with the tiles and the water taking their color from the scent. Fifteen executions, one duck, no two of them making the same pitch.

The same grid, cut down to a banner: one fragrance, one line, one button.

The campaign line lives on the homepage marquee, and each product page closes with a tout, the last thing a shopper reads before deciding.