Making an iconic brand feel fresh again.

Brillo has been trusted for over 100 years—but for many, it’s “that steel wool pad my grandma used.”

To reintroduce the brand to modern-day clean freaks, we launched Clean Out Loud—a bold, color-saturated campaign celebrating the joy of cleaning. From national TV to digital and print, we reminded a new generation: if you love to clean, do it proudly—with Brillo.