Mrs. Meyers Clean Day | Katie Stone

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Mrs. Meyer's
Clean Day

In 2025, Mrs. Meyer's Clean Day came to Deutsch for help in modernizing and humanizing their social media voice. Multiple client-side rebrands pushed us to explore a number of different tones throughout the year, from native memery to aspirational lifestyle content.

For this project, I served as Creative Director and copywriter, overseeing a team of art directors, designers, and content creators.

The evolution of an aesthetic

Given the client's desire to experiment with look and feel, our work became less comedic and more beautiful over time. These 3 videos provide a snapshot of what that timeline looked like.

Merch Integration

After seeing digital chatter about users wishing they could take Mrs. Meyer's with them on the go, we made our own keychain for a teaser we hoped might drum up excitement for a giveaway.

The comments confirmed, it worked.

So we gave the people what they wanted.

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More Merch!

We decided to build personalities around folks' favorite scents in much of our content, so in order to underscore those personalities in our videos, we created accessories for our talent to wear. We later gave these away in various giveaways. I sourced and directed a favorite designer for these cottage-core inspired prints.

With our merch's success, the client encouraged us to keep going! Ribbons had a moment online in summer of 2025, so we tagged in, having big success with a series of biggest fan awards.

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Meme stills

In initial rounds, the client wanted to lean into a meme-style approach that was cottage-core inspired, barebones budget, and not overly aesthetic. We paired public domain imagery with cleaning-inspired humor, giving me the opportunity to flex my joke-writing skills.

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