20% increase in sales for Dri-Pak’s first-ever marketing campaign

The brief

Dri-Pak is a 60-yr-old brand that had never done a marketing campaign before asking us to build brand love and increase their sales. Just as they were doubling their pack price. In a recession. Right after Christmas. We don’t mind telling you, we smashed it out the park. We drilled down to a single-minded stategy: the most multi purpose clean. We developed a meaningful, consumer-facing proposition: ALL YOU NEED FOR A WHOLE LOTTA CLEAN. We unashamedly made a virtue of the brand’s retro green/red palette, to cut through in the category and build on brand recall. Then we created a hardworking media plan and produced a standout, emotionally-driven, feel good campaign that got people to clickthru and convert, with a series of bold live action films with people hugging the packs and another series of demo films with miniaturised domestic settings. The success of this first campaign has provided the foundations for our ongoing relationship with Dri-Pak.


  • Strategy,
  • Production,
  • Media Planning,
  • Creative Development,
  • Social Media,
  • Video Production,
  • Post Production


  • 60 videos optimised for paid social
  • 18 stills


  • Over 65M impressions
  • Over 300k clicks throughout the campaign
  • Achieved a CTR at 138% above industry average
  • Over 20% uplift in sales for three different products
“Be The Fox have become trusted advisors and have expertly and elegantly challenged and refined our requirements. We always look forward to constructive debate and an awesome end product from Be The Fox. We share common values and Be The Fox’s high standards have helped us raise our own.”

Robert Fenton, Managing Director, Dri Pak



million impressions


% uplift in sales


% above industry standard for CTR

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