Smarter Cleaning,
One Tablet at a Time

Small-format restaurants and food service businesses lacked a tailored, high-performance cleaning solution. Although Ecolab dominated large-scale dispenser cleaning, its offerings had yet to reach smaller operators, who struggled with inefficient, costly, or complex alternatives that didn’t fit their operational needs.

Ecolab identified a significant untapped market—small-format food service businesses that needed a cost-effective, professional-grade cleaning solution. The strategy focused on creating a ready-to-use, easy-to-integrate product that balanced performance, affordability, and sustainability while ensuring global relevance through localized execution.

The campaign introduced ReadyDose as ‘A Cleaning Team in a Tablet’, a creative concept personifying the tablet as an action-packed cleaning team. A mix of CGI, stop-motion-inspired visuals, and nostalgic yet modernized jingles brought this concept to life. The global strategy ensured localization for different markets, engaging diverse audiences from independent U.S. restaurants to national coffee chains in China.

The Ecolab ReadyDose paid media campaign has significantly outperformed expectations, with clicks and conversions exceeding estimates by an average of 28%. Google Search, Bing Search, and Meta exceeded CTR benchmarks by 31%, while landing page visits were 23% above estimates, and video creative ad groups delivered a 10x lift over industry benchmarks.

This wasn’t just about innovation; it was about impact. The campaign was amplified across owned and paid channels with region-specific strategies, ensuring the message resonated everywhere—from bustling coffee chains in China to mom-and-pop shops in the U.S. Through close collaboration with our China teams, we localized content and messaging, balancing regional relevance with global ambition, creating a campaign that not only drove immediate results but also built lasting brand equity.