PURELL®

Overview

PURELL^® has long been trusted by professionals in healthcare, foodservice, education, and other high-traffic industries. However, before 2020, its marketing was primarily B2B and product-focused. When the COVID-19 pandemic hit, demand for PURELL^® surged across sectors, borders, and audiences. The brand moved from behind-the-scenes use to becoming a staple in homes, classrooms, checkout counters, and public spaces.

TWIST partnered with PURELL^® to unify its messaging and elevate its voice through an emotionally resonant campaign that honored the brand’s professional legacy while building meaningful connections with a newly engaged consumer audience. Using integrated storytelling, real-user testimonials, and a message of trust and protection, PURELL^® became more than a product—it became a brand people believed in.

Solution

TWIST developed an integrated storytelling strategy focused on real decision-makers—nurses, school administrators, store managers, and veterinary staff—whose daily choices affect hundreds of lives. These frontline heroes became the face and voice of the PURELL^® brand across video, photography, and digital platforms.

The campaign featured eight B2B PEACE OF MIND^® stories highlighting key decision-makers across industries, documentary-style video and photography shot on location, a COVID-19 consumer campaign with two national broadcast spots, social media content with industry-specific trust messaging, myth-busting product education and digital callouts, and personalized email campaigns and landing pages tailored by sector.

Together, these elements unified PURELL^®’s brand voice and put decision-makers in the spotlight—building affinity and driving engagement across channels.