Very interesting ad campaign

Well I like the ad itself with the moving of the paper around and such.  Reminds me of stuff on Comedy Central.

As for the product, I like the idea of shipping the cleaner in a concentrated form and then selling refills.  Their stats at the end (93% less plastic) clearly assume you're going to reuse the spray bottle many times, which I hope would be the case for most people.

It bugs me that I didn't know this product existed and apparently Arm&Hammer is considering eliminating it.  That tells me they're not putting much effort into advertising it or ensuring its success.

Agreed.  I didn't even know about it until now!  The website saveessentials.com talks a bit about positive buzz in the blogosphere...but honestly, I hadn't even heard of the blogs they mentioned.

I bet they'd have better adoption of the product if they sold it somewhere like Whole Foods...sure, you end up with more green stuff on the shelves competing...but the audience is targeted as opposed to K-Mart or Target shoppers.