“The store owner wanted to do something more attention getting than the ‘three boxes of mac and cheese for ninety-nine cents’ posters typical of other grocery stores,” said art director Pete Kellen. “So we decided to do an old-fashioned spokesperson campaign, albeit one with some unexpected spokespeople. Then again, who would know how to clean dark clothing better than people who only wear black? To find our models, we scoured an area of Chicago known for being ‘goth-friendly.’ And when we approached potential spokespeople, an inordinate number of them professed to be loyal Cheer Dark users. The posters have been very well-received. In fact, the store owner has taken lots of requests from people who want to be in the next round of posters.”