Access has created an “X-rated” campaign for Sentinel.

While water treatment and services may not initially be considered the most risqué products, the Manchester agency has found a way.

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Its Think Dirty campaign promotes a new “game-changing” heating system cleaner, with the intention of positioning the Sentinel X800 in a “daring new light.”

“In this case, there was an opportunity to educate Sentinel’s target audience by taking ownership of ‘dirt’ as a territory; meaning a bold, new creative strategy for the brand within their sector. As you can imagine, we had a lot of fun putting the ‘Think Dirty’ campaign together,” explained Sunny Deo, creative director of Access.

“Most importantly, the campaign distinguishes Sentinel’s product range by speaking the language of their audience. On a brand level, we also have to look long-term. And we believe this campaign will go a long way in helping to encourage behavioural change in Sentinel’s favour.”

The tongue-in-cheek adverts will appear in social media, press, events collateral and point of sale.

“Access have really impressed us with their creative thinking for this campaign. Regarding our target audience, there was ongoing confusion surrounding the core functions of our cleaner products,” added Daniel Cheung, trade marketing manager for Sentinel.

“But, they’ve helped provide the much-needed clarity by giving each product a personality of their own, as well as through fun and engaging messaging. We’re sure it’s going to cause a stir!”

The campaign will be used across several new product launches over the coming months.