In its first creative project for recently signed client Kao Australia Pty Ltd, Communicado has launched a new film for Biozet Attack Power Capsule laundry detergent, encouraging consumers to ‘Stick it to Stains’ by using the unique stick capsule that effortlessly goes into washing machines for an exceptional clean first time, every time.
The slim-shaped capsule utilises micro-granular technology to dissolve faster than other laundry capsules, helping tackle stains, brighten whites and leave fabrics cleaner and fresher. The impressive 8 in 1 formulation has been developed in Japan, where Attack is the #1 Laundry brand, and offers a clean that Australian shoppers will have never seen before, whilst also being better for the environment with readily biodegradable ingredients and reduced plastic packaging.
Due on air from July 1st, the film is supported by premium display digital executions, 6 second and 15 second cut down for social media placement as well as some retailer placements such as OOH Coles Front of Store Screens, Woolworths Fresh Magazine full page ad, Woolworths Online Banners and instore Bus Stop point of sale displays. PR will come into play with media outreach as well as engagement with content creators, media kits and influencers to drive content to support the campaign.
A departure from category norms, the advertisement features an Australian family really ‘sticking it to stains’ with a vignette of classic hard to shift stains featured. Coupled with the product’s new stick shape, the film advertisement recall and bright packaging is sure to put it top of mind with shoppers at shelves.
Says Annie Price, executive creative director, Communicado: “As soon as we saw the unusual and unique capsule shape, we knew we had to focus on the stick in the creative. At the end of the day, we’ve only got 3 seconds or so for a shopper to make a decision. We need them to remember ‘that stick shaped one’. So, our work uses Aussie vernacular as a call to arms to families nationwide, to ‘stick it to stains’ once and for all.”
Says Angela Marriner, associate director – grocery, Kao Australia: “Our innovative power capsules are a first for the Australian market, offering shoppers an effortless way to powerfully clean their laundry. We wanted a really compelling campaign that wouldn’t get lost in the laundry category ‘sea of same’, something Australian families would relate to, engage with and remember. The executions are individually tailored to work hard at each touchpoint.”
Client: Kao Australia Pty Ltd
Brand Manager (KAO): Mary He
Associate Director (KAO): Angela Marriner
Creative Agency: Communicado
Directors: Kerrie Ryan & Lucy Houldsworth
Executive Creative Director: Annie Price
Writers: Annie Price & Simon Fleming
Art director / Associate CD: Simon Fleming
Integrated Client Director: Nicki Cole
Account Manager: Sasha Tonkes
Integrated Strategist: Daniel Hedger
Retouching (for static assets): Aaron Foster
Head of PR: Fiona Mullen
Account Manager: Elif Yilmaz
Head of Content & Social: Anna Barham
Digital Producer: Amy Greer
Social Media Specialist: Pippa Russell
Production company: ETB
Director: Olivia Altavilla
Producer: Samantha Haines & Lauren Burgueono
Editor: Jack Ralph
Sound: Squeak E. Clean Studios
VO talent: Susie Youssef