Fabuloso is a multipurpose cleaner with a lasting scent and a colorful design. For this product, we decided to target a portion of the cleaning market that goes largely ignored, rural men. These guys want to spend as little time cleaning as possible and are no strangers to shortcuts. Our campaign seeks to say that not all shortcuts are worthwhile, but there is a multipurpose product out there with a purpose.

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Art Director: Kat Best

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Copywriter: Terry Turner III