Lysol’s objective was to highlight their "Here for Healthy Schools" initiative by positioning their brand in the world of Abbott Elementary. Through the partnership, the campaign illustrated how Lysol can help keep schools clean and disinfected using Lysol products. The Abbott Elementary audience also overlaps with Lysol’s target consumer of “Parents in Progress” which encompasses a diverse audience of parents in the age range of 25-34.
Lysol partnered with ABC’s Abbott Elementary on a wide-ranging campaign including an in-show integration, custom social, and custom content. In the custom content we follow Abbott Elementary’s wise and hilarious Renaissance man, Mr. Johnson, as he shares the secret behind his longevity as the school’s custodian and the one thing that’s consistently enabled him to solve nearly every problem... Lysol. He goes on to explain his “5 rules for job security” and how Lysol helps maintain an optimal environment for both school and home life.
The custom content was filmed on the Abbott Elementary set on the Warner Brothers lot in Burbank, CA to provide an unmatched level of authenticity. Content was done in partnership with the Abbott Elementary show team and the production included many of the show's actual crew members. The creative starred William Stanford Davis, who fans know as the beloved janitor (Mr. Johnson) on the show. It was the first in-character custom content ever created in partnership with a brand for the show. As a result, there were many levels of sign-off needed including from the show, studio, and network partners.
The custom content featured specially crafted moments in the world of Abbott Elementary that featured a corresponding product (including Lysol Toilet Bowl Cleaner, Lysol Disinfectant Spray, Lysol Disinfecting Wipes, Lysol Air Sanitizer, and Lysol Laundry Sanitizer), allowing the Lysol portfolio to be woven organically into existing Abbott Elementary environments and feel like an extension to the show.