In what the agency claims as a groundbreaking direction for the category, GPY&R Sydney this week launches Colgate Palmolive's new laundry product Fragrance Temptations with a … read morecampaign that references the world of high fashion, rather than the traditional 'mumsy' approach of most laundry detergent ads.
A combination of Fluffy Fabric conditioner and Fab laundry detergent, Fragrance Temptations is a new entrant in the laundry market designed to target younger women.
"The campaign idea and execution allows the product to transcend the laundry and actually become part of someone's luxury and self-indulgence repertoire," says GPY&R Sydney executive creative director Julian Watt.
"We love how this campaign delivers on all it's business objectives but how it also reframes the whole category effortlessly. It's great when good clients want stand out work," says GPY&R managing director Phil McDonald.
The campaign consists of a 30 and 15 secs TVC. Print, experiential and OOH executions will be rolled out over coming months.
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