Kingsford (Clorox)
- A Case Study in Dynamic Creative -
The Situation
Kingsford is Clorox’s flagship charcoal brand. A summer staple with serious brand equity. But the grill market isn’t standing still. Propane, smokers, and flat-top grills are all pulling at a new generation of backyard cooks. Kingsford needed to remind people why charcoal is still the heart of a great summer cookout, and do it in a way that felt alive, not like a legacy brand playing defense.
The Challenge
Summer means something different depending on where you live. A perfect grilling night in Atlanta and a perfect grilling night in Portland don’t look anything alike. Kingsford’s audience spans the full map of North America, and a single broad message risked feeling irrelevant to too many of them. The work needed to meet people where they were… literally.
The Solution
I helped lead the design of a dynamic display and mobile campaign that pulled live local weather data to make each ad feel like it was made for the person seeing it. Premium units surfaced the viewer’s real 3-day forecast, while headlines shifted automatically (sunny, overcast, rainy, warm, cool) so the creative always matched the moment outside their window. The result was a campaign that could run nationally while feeling genuinely personal, market by market.
