Lemi Shine’s problem was that they were a little guy in a big commodity market with a small technical product differentiator. The opportunity here was to find the audience who felt that a small technology advantage in their dish detergent was a big deal. To do this, we sought to understand customer and prospect perceptions of the brand, competitors and potential communication strategies available to Lemi Shine. Through our research, we discovered that no one really cares about the technicalities of their dish detergent, except the people that do. Those people really really really care, a lot. This insight drove the idea that propelled Lemi Shine’s marketing communications: Get your dishes clean-freak clean.