Colgate Palmolive picks luxury route for laundry detergent ad

The ad references the world of fashion rather than the traditional 'mumsy' route.

New market entrant Fragrance Temptations is a combination of Fluffy Fabric conditioner and Fab laundry detergent, targeted at 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,” said GPY&R executive creative director Julian Watt.
 
GPY&R managing director Phil McDonald added that they love how this campaign reframes the whole category.

The campaign includes a 30-and 15-second ad, print, experiential and OOH executions.

Credits:

Client Colgate Palmolive - Fragrance Temptations
Agency GPY&R Sydney
Executive creative director Julian Watt
Art director Chris Crawford
Copywriter Bart Pawlak
Producer Alex Hay
Account executives Jenny Willits – GAD, Guy Lovell – AD, Bohdi Lewis – EA Production Company Taxi Film
Director Gemma Lee